2025DigitalMediaTrends:Social

platformsare

becominga

dominantforceinmediaand

entertainment

Whilestudiosandstreamingprovidersarebusy

competingwitheachother,toughercompetitionis

comingfromsocialvideoplatformsthatarehyperscaleandhyper-capitalized

ARTICLE?14-?25?DeloitteCenterfor

MINMARCHTechnology,Media&

READ2025Telecommunications

PeoplestillwanttheTVandmovieexperienceofferedbytraditionalstudios,butsocialplatformsarebecomingcompetitivefortheirentertainmenttime—andevenmorecompetitiveforthebusinessmodelsthatstudioshavereliedon.Socialvideoplatformsofferaseeminglyendlessvarietyoffreecontent,algorithmically

optimizedforengagementandadvertising.TheywieldadvancedadtechandAItomatchadvertiserswithglobalaudiences,nowdrawingoverhalfofUSad

spending.1Asthelargestamongthemmoveintothelivingroom,willtheybeheldtohigherstandardsofquality?

Atthesametime,thestreamingon-demandvideo(SVOD)revolutionhas

fragmentedpayTVaudiences,imposedhighercostsonstudiosnowoperating

direct-to-consumerservices,anddeliveredthinnermarginsfortheirefforts.Itcanbeatougherbusiness,yetthepremiumvideoexperienceofferedbystreamersoftensetstheb

a

rforqualitystorytelling,acting,andworld-building.Howcanstudios

controlcosts,attractadvertisers,andcompeteforattention?Aretherestrongerpointsofcollaborationthatcanbenefitbothstreamerslookingtoreachglobalaudiencesandsocialplatformsthatlackhigh-qualityfranchises?

Thisyear’sDigitalMediaTrendslendsdatatotheargumentthatvideo

entertainmenthasbeendisruptedbysocialplatforms,creators,user-generated

content(UGC),andadvancedmodelingforcontentrecommendationsand

advertising.Suchplatformsmaybeestablishingthenewcenterofgravityformediaandentertainment,drawingmoreofthetimepeoplespendonentertainmentand

themoneythatbrandsspendtoreachthem.

OursurveyofUSconsumersrevealsthatmediaandentertainmentcompanies—includingadvertisers—arecompetingforanaverageofsixhoursofdailymedia

andentertainmenttimeperperson(figure1).Andthisnumberdoesn’tseemtobegrowing.

2

Notonlyisitunlikelythatanyoneformofmediawillcommandallsixhours,buteachuserlikelyhasadifferentmixofSVOD,UGC,social,gaming,

music,podcasts,andpotentiallyotherformsofdigitalmediathatmakeuptheseentertainmenthours.

2).

Lookingacrossgenerations,preferencesamongrespondentsappeartobeshiftingawayfrompayTVandtowardstreamingvideoservices,socialvideoplatforms,

andgaming.AlthoughTVoncedominatedvideoentertainmenttime,wenowseeUSaudiences—andespeciallyyoungergenerations—engagingmoreevenlywith

SVODcompanies,socialplatforms,gaming,andevenaudioentertainmentlike

musicandpodcasts.Andtheyareusingdifferentdevicestoconsumemedia(figure

Thiscanfurtherfragmentthelandscapeofentertainmentandmakeitmore

challengingforservicesandbrandstoreachaudiences,andforproviderstogathermorepeopleontotheirservices.Withgrowingproductionandmarketingcosts,

traditionalstudiosandstreamersarerespondingwithmorebundlesand

aggregationsseekingtobringtogetherdisparateaudiences,offerthemlowerpricesformultipleservices,andsellaccesstoadvertisers.

3

Mediaandentertainmentcompaniesmayalsobecompetingforafixedamountofentertainmentspending.Wedonotseethosesurveyedspendingmoremoneyon

subscriptions,andmanyreportfatiguewithhavingtomanagemultiple

subscriptionstogetthecontenttheywant,andfrustrationswithrisingsubscriptionprices.ThemedianhouseholdannualincomeintheUnitedStatesisabout

US$80,000andisonlynowreboundingfromCOVID-19pandemicdeclinesthat

beganin2020.

4

Atthesametime,consumerpriceshaveclimbedformostgoods.

5

InDeloitte’sJanuary2025ConsumerSignalssurvey,abouthalfofUShouseholdssaytheyhavenomoneyleftoverattheendofthemonthaftermeetingtheir

expenses.

6

Thiscanshiftthehouseholdcalculustoprioritizespendingonessentialsoverdiscretionaryentertainment.Twentyyearsago,manyhouseholdsmayhave

consideredpayTVanessentialcost.Sincethen,thenumberofdigital

entertainmentoptionshasgrownsignificantly,buttheamountoftimeandmoneyavailableforithavenot.Thishasenabledgreaterconsumerchoice,more

competition,andmorefragmentation.

PayTV:Makingmoneybutlosingaudiences

Cableandsatellitetelevision

7

remainsignificantplayersinmediaand

entertainment,thoughsubscriptionscontinuetodecline.Wefoundthat49%of

consumerssurveyedcurrentlyhaveacableorsatelliteTVsubscription,downfrom63%threeyearsago.

8

Theprimaryreasonssubscribersreportpayingforthese

servicesaretowatchlivenews(43%)andsports(41%).However,themarket

continuestofall,likelybecauseSVODservicesnowoffermorelivesportsoptions,andsocialmediaprovidesfreesportsclipsandnewsrecaps.

OldergenerationsaremorelikelytomaintaincableorsatelliteTVsubscriptions,but23%ofGenerationZand18%ofmillennialcablesubscribersintendto

terminatetheirsubscriptionswithinthenext12months,comparedtoonly8%ofboomers.

Costislikelyafactorfortheseyoungersubscriberslookingtocancel:Subscribersreportspendinganaverageof$125permonthontheircableorsatelliteTV

subscriptions,whichissignificantlyhigherthanthe$69onaveragesubscribers

reportspendingforfourpaidstreamingservicescombined,accordingtoour

DigitalMediaTrendsdata.Subscribersalsofeelfrustrationwiththenumber,andquality,ofadsthey’rerequiredtowatchatthishigherpricepoint.

9

Live-streamingTVservicesofferanalternative,areslightlymorepopularwith

youngergenerationssurveyed,andlive-streamingTVsubscribersinoursurvey

reportspending35%lessmonthlyonaveragefortheseservicesthancableor

satellitesubscriptions,buttheirgrowthhasstagnatedataround40%of

householdsforthepasttwoyears.

10

Alikelychallengeisthattheseservicestendtocostmorethanad-freeSVODservices,withpricingthatseemstotargetexisting

payTVsubscribersaccustomedtosuchcosts,ratherthanyoungergenerationsgravitatingtomuchcheaper—orfree—mediaalternatives.

11

Althoughcableandsatellitesubscriptionsarefalling,andlive-streamingTV

subscriptionsappearstagnant,someinyoungergenerationsstillshowinterestin

liveprogramming:Forty-threepercentofGenZandmillennialssurveyedindicateawillingnesstopaymoreforstreamingvideosubscriptionsthatincludeaccesstolivesports,althoughtheirengagementwithlivecontentremainstobeseen.When

askedaboutthetypesofcontenttheyspendthemosttimewatchingonSVOD,

27%ofconsumerssaidlivesports,andjust8%saidliveeventslikemusicconcerts.ThismaybeduetoalackofoptionsforthosecategoriesonSVOD,alongwiththeabilitytowatchthiscontentinotherplaces:athirdofGenZrespondentssaytheydon’tsubscribetoanSVODservicetowatchsportsbecausetheywatchtheclips

andhighlightsonsocialmedia.

OnechallengeisthattraditionalstudiosstilldrawconsiderablerevenuesfromtheirpayTVbusinesses.

12

Astheybringadvertisingtotheirstreamingservices,theymaybehopingtomigratethosepayTVadrevenuesalongwiththeiraudiences.

However,globaladrevenuesforTV,includingstreamingvideo,areexpectedtoseeslowgrowthofaround2.4%incomingyears,significantlylessthanoverall

advertising.

13

Streamingvideoservices:balancingvalueandfrustrations

Asimilartensionseemstoexistwithstreamingvideoservices,whichhave

subscriptioncoststhatmayoutweightheirperceivedvalue.Fifty-threepercentofconsumerssurveyedsaytheirSVODsubscriptionsarethepaidmediaand

entertainmentservicestheyusemostfrequently.However,41%percentof

consumersoverallsaythecontentavailableonSVODisn’tworththeprice,upfivepercentagepointsfromour2024report.

14

Atthesametime,roughlyhalf(47%)ofconsumerssaytheypaytoomuchforthestreamingservicestheyuse,suggesting

thereisanimbalancebetweencostandperceivedvalue.Indeed,whiletheaveragenumberofpaidSVODserviceshasremainedthesame,atfourpersubscribing

household,theoverallcostsubscriberssurveyedsaytheypayhasgoneup13%inthepastyear,fromanaverageof$61permonthto$69.GenZandmillennials,withanaverageof5paidSVODservices,haveseena20%increase(figure3).

Currently,theaveragepriceforapremium,ad-freeSVODservicesubscriptionisaround$16permonth,thoughtheleadingservicescanbesignificantlyhigher.

15

However,accordingtoDigitalMediaTrendsdata,consumerssurveyedsaythat$14is“justtherightprice”topayforanad-freesubscriptiontotheirfavorite

SVODservice,with$25beingdeemedtooexpensive(figure4).

KeepinginmindthatnotallSVODservicesonthemarkethavethesamepricingpower,

16

thecurrentaverageSVODpriceisinchingtowardacriticalprice

threshold,beyondwhichsubscribersmaybeunwillingtopay.Respondentssay

thatapricehikeof$5wouldmakethemajority(60%)ofthemlikelytocancel

theirfavoriteSVODservice.Eventheirfavoriteservicesmaybegettingtoo

expensiveforthevalue,thoughitseemsthatsofar,afewleadingserviceshave

beenabletoraisepricessignificantlywithoutlosingsubscribers.Thiscanputmorepressureonsmallerserviceswithlesspricingpower.

Theserisingservicecostsandwidespreadpricesensitivitiesmaybecontributingtopersistent—andhigh—SVODchurnratesamongconsumers.Accordingtothe

survey,39%ofconsumerssaytheyhavecancelledatleastonepaidSVODserviceinthelastsixmonths(themeasurementforchurn)—anumberthathasremained

relativelystableforthepastseveralyears.

17

However,thesechurnnumbersjumptoabove50%forbothGenZsandmillennialswhoarealsomorelikelytobestrongsocialmediausersandgamers.Churnandreturn—orthepercentageofconsumerswhohavecancelledaserviceonlytorenewthatsameserviceinthepastsixmonths—alsoremainsstableat24%.

Servicecancellationsareproblematicforstreamingvideoon-demandcompanies

thathavebeendependentonsubscriptionrevenuestosupporttheircosts,especiallygiventhecostsofacquiring—andpossiblyre-acquiring—subscribers.Someare

bundlingwithotherserviceproviderstoaddvalueandlowersubscribercosts,

includingcreativebundlesthattieSVODservicestolessdiscretionaryhousehold

spending.

18

Manyofthetopstreamingvideoprovidersarealsolaunchingad-

supportedsubscriptions,shiftingtheirbusinessesmoretowardsadvertiserslookingtoreachlargeaudiences.However,thismaybeleadingthemintomorechallengingterritory.

Canstudioscompeteforaddollars?

Studiosarenotonlycompetingforattentiontime—thosesixhoursperday—and

forsubscriptionfees,butthey’realsoincreasinglycompetingforadvertising

dollars.Tocurboutrightcancellations,castawidernetofsubscribers,andgeneraterevenues,somemajorSVODserviceshaveintroducedad-supportedtiers.These

tiersoffercheapersubscriptionprices,butinexchange,usersmustwatch

advertisements.MorethanhalfofSVODsubscribers(54%)surveyedsaythatatleastoneoftheservicestheypayforisad-supported,anumberthat’sincreasedbyeightpercentagepointssinceour2024report(figure5).

19

Theaveragemonthly

costforthead-supportedtierscurrentlyonthemarketsitsataroundUS$9,20whichisonparwiththepricerespondentssayisjustrighttopay(US$10)inexchangeforwatchingeightminutesofadsperhour.

Additionally,wefoundthatmorethantwo-thirdsofyoungergenerationssubscribetoafreead-supportedTVservice—streamingvideoservicesthatarefreetowatchandfullysubsidizedbyadvertising.Wealsofoundthatmostrespondentsbelieve

thereistoomuchrepetitionofadsonstreamingvideoservicesandcable.

StudiosmayhopetheycanmigratepayTVaddollarstotheirstreamingservices,andthatcheaperad-supportedtierswillmakeiteasiertoacquireandretain

subscribers.However,theadvertisinglandscape—andadtechespecially—ismorematureoutsideofpayTV,andmostdigitaladdollarsarenowgoingtosocial

platforms.

21

Onceagain,thetechnologicaladvantagethatsocialplatformshavebuiltbecomesapparent.GenZs(63%),followedbymillennials(49%),aremuchmorelikelytosaythatadsorproductreviewsonsocialmediaaremostinfluentialtotheir

purchasingdecisions.Adsonstreamingvideoservicesareadistantsecond(28%

and25%,respectively)(figure6).Additionally,54%oftheseyoungergenerationssurveyedsaythatsocialmediaadsaremorerelevanttothemthanthoseon

streamingvideoservicesorcableTV.

Leadingsocialplatformsareoptimizedforadvertising,leveragingthesameenginestheyusetodelivermorerelevantcontenttousers,buoyedbyacceleratingspendingonartificialintelligence.WefoundthatamajorityofGenZsandmillennials

surveyedsaytheygetbetterrecommendationsforTVshowsandmoviesfrom

socialmediathanfromstreamingvideoservices.Socialplatformscanalsomakeiteasyforadvertiserstobuyadsandtargetspecificcohortswithclearresults.

22

Whiletraditionalstudioshavespentheavilyonstreamingdistributionandpremium

content,socialplatformshavebeeninvestingindata-drivenpersonalizationforbothcontentcreatorsandadvertisers.

23

Thechangingfacesofvideoentertainment

Giventhesetrends,itmaybeunsurprisingthat56%ofGenZsand43%of

millennialssurveyedreportthatsocialmediacontentismorerelevanttothemthantraditionalcontentlikeTVshowsandmovies(figure7).GenZsleadthetrend:

Theserespondentsspend54%moretime—orabout50minutesmore—thanthe

averageconsumerperdayonsocialplatformsandwatchingUGC;and26%less

time—orabout44minuteslessperday—thantheaveragepersonwatchingTVandmovies.

Adrawtowardsocialvideoplatformsisthecreatorsthemselves.Amajorityof

thoseintheyoungergenerationswesurveyedsaycreators’videosaretheirfavoritetypesofvideosonsocialmedia.Butperhapsmoresalient:Roughly50%ofGenZsandmillennialssurveyedsaytheyfeelastrongerpersonalconnectiontosocial

mediacreatorsthantheydowithTVpersonalitiesoractors.Fansofcreatorsoftenformparasocialrelationships,whichupstheirinvestmentandkeepsthem

scrolling.

24

Foryoungergenerationsespecially,trendingsocialvideosareoftenlikethenewhitTVshowsandcreatorsarethenewrealitystars..

Thishighlightsanothercompetitivetwist.Topstudiosarespendingmorethanevertoproducecontentfortheirservices.

25

Yetvideocontentisincreasinglybeing

producedbyindependentcreatorsandconsumedonsocialplatforms.Creators

workforthemselves,theplatformshaveoptionsofhowtoincentivizethem,and

audiencesgetthecontentforfreefromalgorithmsdesignedforattentionand

engagement.SocialplatformsareextendinggenerativeAItoolstohelpcreatorsruntheirbusinesses,createcontent,targetaudiencesandadvertisers,andmatchwith

brandsponsors.

26

Creatorsoffermorecredibilityandauthenticitytobrandsand

advertiserswhomaybetryingtoreachthemillionswhofollowaninfluencerorthethousandswhofollowatrustednichecreator.

27

Despite(andsometimesbecauseof)theirsuccess,somecreatorshavemadetheleaptonetworktelevisionormajorstreamingvideoplatforms—wheretheycansecurelucrativeandstablecontracts,getmoreexposure,andgrowtheiraudiences.This

approachismetwithmixedreviews:Someconsumerssurveyedsaythey’dbemorewillingtowatchTVshowsormoviesstarringtheirfavoritecreators(29%of

consumersoverall),whileotherssaythatcreatorslosetheauthenticitytheyhadonsocialmediawhenthey’refeaturedonTVshows(30%ofconsumersoverall)

(figure8).

It’sworthnoting,too,thatthiscross-mediumsuccesscanworkinbothdirections.Thatis,consumerssurveyedsaytheyoftenfollowrealitystarsorathletesonsocialmediaafterseeingthemonarealityshoworplayinginagame—abehaviorthatiscommonforaround40%ofbothGenZsandmillennials.Inthesamewaythat

creatorsareamplifyingtheirfameinTVandmovies,moretraditionalcelebritiesareestablishingthemselvesasbrands,andamassingfollowings,onsocialmedia.

Theselastpointssuggestadeeperculturalshift:Thedefinitionandvalueof

“celebrity”seemtobechanging.Youngergenerationsarespendingmoretimeonsocialplatformsengagingwithindependentcontentcreatorswhomayseemmorefamiliarandauthentic,andspendinglesstimewithtraditionalcelebritieswhomayseemdistant,mainstream,andinauthentic.

Somestudiosmayneedtogetbiggertosurvive

ThecostsofproducinganddistributingTVandfilmscontinuetogoup,whiletherevenuetheygeneratehasgonedown.

28

Themajorityofadvertisingnowgoestosocialplatformsandhyperscalecompetitors—ahandfulofglobal,trillion-dollar

companieswithmultiplelinesofbusinessandthemostadvancedAIcapabilities

available.

29

Meanwhile,morestudiosareseparatingtheirpayTVbusinessesfor

potentialdivestiture,andfocusingontheir“core”business:intellectualproperty

(IP)andstreaming.

30

Yet,thecontentandadenginesonmoststreamingvideo

servicesarenotyetmature,nordotheyhavethescaleofdataandexpertisethat

hasbeenacquiredbysocialplatforms.Accordingly,morestudiosarenowworkingtoadvancetheiradtechcapabilities.

31

And,somestudiosarebeginningto

distributetheirprogrammingontopofsocialvideoplatforms.Thiscouldbenefit

bothparties.

32

Studioscanlearnfromsocialplatformsaboutcontentcreativityandadvertisingcapabilities,whileplatformscanbenefitfromthepremiumstorytellingthatisthestrengthofstudios.

Yet,they’reallvyingforashareofthosesixhoursofdailyentertainmenttime.

Thissharpensthenewcompetitivelandscape:Traditionalstudiosfacenew

competitorsthataremuchlargerthannearlyalltraditionalTVandfilmstudios

combined.

33

Leadingsocialvideoplatformsmeasuretheirglobalaudiencesandthe

hoursofvideoviewedeachdayinthebillions.34Andtheydominateglobal

advertising.35Ifstudioshaven’tyetembracedthisnewreality,theyfacean

imperativetochange:EngagementwiththeseplatformsiserodingtimespentonstreamingTVandmovies.36

Sometraditionalstudioshavebeensqueezing

ev

erythingtheycanfromtheirpayTVadreve

nu

es,carefullymigratingIPtotheirstreamingservices,spendingon

contenttocompetewithotherstudios,andtryingtogetaudiencesandadvertiserstomakethejourneywith

th

em.Bundles,especiallywithmoreessentialandfixedservices,andreaggregationofaudiencestoselltoadvertisersmighthelp.

37

Somearebuildingadplatformsthatcombinemultiplestreamersintooneaddressableadmarket,hopingtomakeiteasierandmorecost-effectiveforadvertiserstoreach

theiraudiences.

38

GoodTVcanbetouchingandengrossing.Goodcinemacanbedeeplyimpactful

andmoving.Thereisstillvalueanddemandforpremiumvideocontent,butthe

economicslikelyneedtobereset.Productioncostsarehighandproductiontimeslong.Fewershowsandfilmsgetproducedandfarfewerbecomebigenoughto

covertheircosts.

39

Thiscanmakecreativityrisky:Thesafetyofknownsuccessesisoftenpreferred.

Atthesametime,manyhouseholdsareunderfinancialpressure.Addinganother

paidsubscriptionisnottrivial.Itlikelyeitherneedstodeliverrealongoingvaluetojustifythecostorthecostneedstocomedown.Theformerpathrequiresmore

spendingoncontent,andthelattermorespendingonadvertisingsolutions.Ata

timewhenstudiosarelookingtocutcosts,facingthecompetitionwithsocialvideoislikelygoingtorequiresignificantlymorespending.

Studiosshouldconsiderthefollowing.

?AdvertisingtechnologyandAIaremovingtothecenterofcontenteconomics.Studiosshouldinvestinadtechtodelivermoreaffordableandeffective

impressionsandconversions.Strategicpartnershipsmaybebetterneededtounlockthesecapabilities.

?Studiosshouldgatherlargeraudiences,potentiallythroughmergersand

acquisitionsorcleveraggregation,findingworld-classadtechpartnerstohelpthemcompeteinthenewadlandscape.

?Adopttechnologyquickly.LooktovirtualproductionandAItoenable

cheaperandfasterproduction;generativeAIfordubbingandtranslationtocrosslanguagebarriers;andsoftwareandAIcapabilitiesthatcanautomatemore

operationalfunctions,likecontracts,scriptevaluation,andfindingfilmlocations.Muchofthismayrequiremodernizingoperationsandfinance.

?Socialplatformsarethenexusofdiscovery,awareness,andhypeforfilmandTV:Fifty-sixpercentofyoungergenerationssurveyedwatchTVshowsormoviesonSVODafterhearingaboutthemfromcreatorsonline,and53%saytheygetbetterrecommendationsonwhattowatchfromsocialmedia.Marketingeffortsshouldstartandendonleadingsocialplatforms.

?Thefearthatshortformdoesn’tworkforpremiumIPmaybemislaid.

40

Getcreativeandpublishtosocialplatforms.SocialvideocanhelpliftTVand

movies.

41

?Socialcontentcreatorscanbethestrongestadvocates—oropponents—of

studiocreativity,talent,andstorytelling.Theycanhelpyouengageaudiences

andcommunicatewiththemwithgreaterauthenticity.Andtheymaybekeystounlockingviralityandshapingculture.

42

Itmaybethatonlyhyperscaleanddiversifiedmediacompaniescancompeteinthenewlandscape.Strongstudiostreamers—onlyahandful—areglobal,data-

powered,andAI-enabledandmayoperatemultipleotherlinesofprofitable

businesses.Shouldsmallerstudiosdownsizeandsellcontenttothewinners?

Shouldtheyenticeinfluencersandproducemorecontentforsocialplatforms?Orcometogethertoformmorecompetitiveandcapitalizedalliances?Atthe

minimum,studioswilllikelyneedtoaggregatelargeraddressableaudiencesandsecuremuchbetteradtech.

Thedeeperchallengemaybeaboutmindsets.TraditionalstudiosandstreamersstillseemorganizedaroundthesameconceptsandbusinessmodelsofTVandfilmthat

shapedentertainmentformanydecades.Butcostsandriskhavenarrowedcinematoveryexpensiveandsafefranchises,andifstudiosaskedkidsandteenagerswhattheythinkaboutthefutureofTV,theymightanswer,“What’sTV?”

Methodology

Theseinsightsarebasedonanonlinesurveyof3,595USconsumersthatwasconductedinOctober2024.Throughoutthisreport,wereferencegenerations.Ourgenerational

definitionsareasfollows:GenerationZ(1997-2010),millennial(1983–1996),GenerationX(1966–1982),boomers(1947-1965),andmatures(1946andprior).Thesurveywasfieldedbyanindependentresearchfirm,andalldataisweightedbacktothemostrecentCensustogivearepresentativeviewofUSconsumers.

!

Let’smakethiswork.

ChangeyourAnalyticsandperformancecookiesettingstoaccessthisfeature.

BY

ChinaWidenerUnitedStates

DougVanDykeUnitedStates

BreeMathesonUnitedStates

JanaArbanasUnitedStates

ChrisArkenbergUnitedStates

BrookeAuxierUnitedStates

Endnotes

1.YormanWurmser,“

Socialmediaandstreamingappsdriverapidgrowthin

videoads

,”eMarketer,April2,2024.

ViewinArticle

2.Deloitte’sanalysisofDigitalMediaTrendsdatafrom2024to2025.

ViewinArticle

3.PaulLee,ElizaPearce,RupertDarbyshire,andKevinWestcott,

“

Reevaluatingdirect-to-consumer:Theshifttowardsvideoaggregators

,”

DeloitteInsights,Nov.19,2024;NewscastStudio,“

Superaggregationand

skinnybundles:Customerretentionandacquisitionintheageofcord

cutting

,”pressrelease,Sept.9,2024.

ViewinArticle

4.GloriaGuzmanandMelissaKollar,“

IncomeintheUnitedStates:2023

,”UnitedStatesCensusBureau,Sept.10,2024.

ViewinArticle

5.USBureauofLaborStatistics,

“Consumerpriceindex:2024inreview

,”Jan.

24,2025.

ViewinArticle

6.Financialwell-beingdatafromDeloitteInsights’

ConsumerSignals

.ViewinArticle

7.Cableandsatellitetelevisionservicesdeliverprogrammingthroughset-tophardwarevs.livestreamingtelevisionservicesthatdeliverliveprogrammingthroughaninternetconnection.

ViewinArticle

8.KevinWestcott,JanaArbanas,ChrisArkenberg,BrookeAuxier,JeffLoucks,andKevinDowns,“

2022Digitalmediatrends,16thedition:Towardthe

metaverse

,”DeloitteInsights,March28,2022.

ViewinArticle

9.KevinWestcott,JeffLoucks,KevinDowns,andJeanetteWatson,“

Digital

mediatrends,13thedition:Piecingittogether,

”DeloitteInsights,March19,2019;SayantaniMazumder,HanishPatel,andBrookeAuxier,“

Memorable

vs.annoying:Howconsumersexperienceadsondigitalplatforms

,”DeloitteInsights,Nov.4,2021.

ViewinArticle

10.DeloitteInsights,“

2024DigitalMediaTrends

,”March20,2024.ViewinArticle

11.EdBott,“

IsyourliveTVstreamingservicestillworthit?Ireviewoptionsfor

everybudget

,”ZDNET,Feb.28,2025.

ViewinArticle

12.GeorgSzalai,“

StreamingtoovertakepayTVsubscriptionrevenueintheU.S.

thisyear,

”TheHollywoodReporter,Feb.26,2024.

ViewinArticle

13.

Kate

Scott-DawkinsandNidhiShah,

2024gloyearobalend-of-frecast

,Groupm,accessedMarch2025..

ViewinArticle

14.DeloitteInsights,“

2024DigitalMediaTrends

.”ViewinArticle

15.BasedonDeloitteanalysisofthetop12SVODservicesonthemarket.Thisaverageincludesonlythoseservicesthatcurrently(asofFebruary2025)offerbothanad-freeandad-supportedtiertoconsumers.Ifaservicehadmultiplead-freeorad-supportedtiers,thelowestpricedoptionwasusedinthe

calculation.

ViewinArticle

ViewinArticle

16.Inthefallof2022,Deloittesurveyed2,328USconsumers(ages18to65)

whoreportedbeingthesoledecisionmaker,orastronginfluenceindecision-making,aroundtheSVODservicesubscriptionsintheirhousehold.

Respondentswereaskedquestions