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.
Churn Replaces Growth The streaming ecosystem has become increasingly fluid. In the past six months, 31% of paying
subscribers said they canceled at least one service, while 26% reported signing up for a new one. Spending patterns are split nearly down the middle: 42% of respondents said they’re spending
more on streaming, often by upgrading to ad-free tiers or adding new platforms, while 43% said they’re cutting back by downgrading or canceling subscriptions altogether. About one in ten have
opted for bundled streaming packages.
Rising Costs, Shrinking Loyalty Most households still spend modestly on streaming: more than half pay $50 or less a month, with
older Americans the most likely to keep monthly costs under $25. By contrast, younger adults --the core “cord-cutting” demographic -- are more inclined to pay more than $100 a month, as
are men compared to women. But as subscription totals climb, so do cancellations. CivicScience reports that 41% of streamers have canceled one or more subscriptions due to “video
subscription fatigue,” up from 35% in July. The share of consumers with four or more streaming subscriptions also fell to 21%, down two points from 2024.
Economic Pressures
Behind Pullback Financial strain is amplifying the fatigue. At least one in five consumers say they have reduced or plan to reduce spending on streaming or cable TV to improve their
financial outlook, though they remain more likely to cut back in other categories first. CivicScience found that 85% of recent subscription cancelers are worried about tariffs increasing
household expenses, and those same consumers are almost twice as likely as others to start their holiday shopping early to avoid future price hikes. The upcoming holiday season may further
accelerate churn as families free up room in their budgets. However, CivicScience notes that many consumers are likely to resubscribe once the holidays pass, continuing a pattern of short-term
cancellations and renewals.
Next Phase Of Streaming With the market nearing saturation and households more price-sensitive than ever, the next stage of competition
among streaming platforms may hinge on flexibility and perceived value rather than exclusive content alone. As CivicScience puts it, the industry’s future will be shaped less by adding
new subscribers, and more by keeping the ones who haven’t hit “cancel” yet.