• by Wayne Friedman , June 2, 2025

Young 18-34 streaming viewers remain a volatile consumer group. While they have subscribed to more streaming platforms compared to the average streaming consumer, they are more likely to drop services on a month-to-month basis, according to Ampere Analysis.

Those consumers are 58% more likely to “churn” -- drop services and then re-subscribe -- over the next 12 months than the average global streaming consumer (40%).

Ampere says streaming and connected TV (CTV) services among this group compare unfavorably to social media -- with only 52% of those young consumers using CTV platforms, versus 85% of 18-34 consumers using social media.

“Many turn to social media for quick, frictionless content to avoid decision fatigue,” the Ampere Analysis authors say. “To stay relevant, streamers must either position themselves as lean, cost-effective complements to premium services, with a clear and defined role in the content stack or elevate their core value proposition to justify a higher price point.”

Premium streamers continue to battle some of this defection by young consumers -- especially with lower-priced advertising-supported options.

At the same time, premium streaming platforms -- such as Netflix, Disney+, Hulu, Paramount+ and Max -- all continue to raise prices for other options, especially ad-free subscriptions.

The survey notes that the young 18-34 demographic averages 4.2 streaming platforms versus the overall subscriber average of 3.3.

Ampere’s consumer survey occurred in the first quarter of 2025 among 56,000 participants from 30 markets, of which 21,107 were in the 18-34 group.