Mid-year 2025 has brought increasing economic concerns, with consumers looking more closely at their pocketbooks as inflation and tariffs will potentially impact all aspects of spending, including entertainment-related spend. TV services, both MVPDs and streamers, have introduced new bundles and service packages that offer price discounts and targeted packages to enhance value and reduce churn. How much are consumers scrutinizing those TV services, and how are they prioritizing what’s worth paying for or not?
As users have settled into using a broad mix of both free and paid services, some service loyalties are deepening while others remain occasional services that users are willing to dip in and out of with less regularity. As free ad-supported services (like YouTube, Tubi) have gained in popularity, is the value of paid services diminishing or do they still offer a valuable premium experience? Have efforts to reduce password sharing increased loyalty among paying subscribers, or alienated them from ever paying at all?
Hub’s Monetizing Video study tracks how consumers have been navigating paid TV services since 2018. The study explores how much consumers currently pay (and are willing to pay) for TV services, and which features offer the best value.
Findings from this study will inform companies about what makes one provider or service have greater perceived value to consumers than others.
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
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