A growing number of Americans are rethinking their streaming habits as subscription costs rise and household budgets tighten, according to new data from CivicScience. The research firm, which collects over a million consumer survey responses daily, finds that “video subscription fatigue” is becoming a defining trend in the on-demand entertainment market.
Over the past five years, the share of U.S. adults who have dropped traditional cable or satellite TV in favor of streaming nearly doubled from 34% in 2020 to 64% in 2025. But that growth has begun to slow, inching up only three points in the past year. CivicScience’s latest analysis points to a maturing market where many consumers are cycling through subscriptions instead of adding new ones.