• by Wayne Friedman , September 23, 2025

The streaming TV marketplace is transitioning as a mature media business where consumers are considering other variations on pricing and actions around their subscriptions.

According to a new broad-based survey of subscription businesses and consumer sentiment, 70% of respondents say they would be interested in “usage-based pricing,” according to Chargebee, a subscription business management company.

This would come from “pay-per view”-like options for streaming -- or paying per meal for food services subscription platforms.

In addition, 67% of participants surveyed said they are open to switching to “usage"-based or “hybrid” pricing for existing subscriptions. This could be a combination of flat fees and overage credits, if offered.

These results also make sense as interest grows in in bundling subscription services, with 54% saying they continue to be interested in this, while another 13% prefer selecting their own individual subscriptions.

In addition, the research shows that 58% have opted to "pause" their subscriptions rather than "cancel."

“For more than half of subscribers, it’s the difference between a breakup and break,” say the authors of the study.

Nearly 80% of those surveyed said "flexibility" is very or extremely important. The most important reason to keep or cancel a subscription is cost -- at 67% -- followed closely by content at 62%.

Research was conducted with 1,454 consumers across the U.S and U.K., with respondents between the ages of 18 and 65. The results come as subscription prices have seen hikes of 15% to 25%.