Americans Now Spend $69 per Month on Video Streaming

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Streaming services like Netflix used to look like a much cheaper alternative to cable TV. But now streamers are facing similar pressures as prices climb — and the perceived value of their services diminishes, particularly among younger consumers.

On average, streaming video subscribers in the U.S. pay for four services totaling $69 per month, a 13% year-over-year increase, according to Deloitte’s 19th annual Digital Media Trends report, released Tuesday. By comparison, cable or satellite TV customers reported spending $125 per month on average.

Almost half (47%) of those surveyed said they pay too much for the streaming services they use, and 41% believe the content available on these services isn’t worth the price (up 5 percentage points from 2024). Indeed, 60% of consumers said that if their favorite streamer raised its prices by $5 per month they would cancel the service, the survey found.

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Despite streaming providers’ efforts to minimize churn, 39% of consumers have canceled at least one paid SVOD service in the last six months, a rate that has remained relatively stable in recent years. This figure jumps to over 50% for Gen Zs and millennials. Additionally, the phenomenon of “churn and return” — in which consumers cancel and then renew the same subscription within six months — also remains consistent, with 24% of all consumers doing so in the past six months (40% for Gen Z and 35% for millennial respondents).

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