The news: The number of video streaming services that users subscribe to is rebounding after a weak 2024, per TiVo’s Q2 2025 Video Trends, marking the sector’s resilience even as consumers look to cut back on spend in the category. A primary catalyst for that growth? Bundles.
- Consumers in the US and Canada paid for an average of seven video streaming services in Q2 2025, up from just five in Q2 2024.
- Average monthly spending on video and TV services reached $169.12, up from $140.06 in Q2 2024.
While those numbers are up, they remain fairly flat with 2022—the last year of the pandemic. In Q2 2022, consumers paid an average $178.13 per month on 6.3 streaming services.
Stacking up: Bundles in particular are driving new subscriptions, simplifying entertainment decisions by recreating the familiarity of traditional TV under a streaming umbrella.
Convenience and perceived value—perhaps more so than cost savings—are key drivers of bundle adoption. As major streamers repeatedly raise prices, packaged deals could be an enticing retention tool.
Losing linear: Cord cutting is growing as connected TV (CTV) prepares to overtake linear TV in both viewership and time spent. Nearly one-quarter (22.5%) plan to cut the cord in the next six months, up from 19.6% a year ago, per TiVo.
However, content is spread across a number of streaming platforms, which could make a linear-style experience more appealing—being able to get all the entertainment they want is cited as the top concern for potential cord cutters.
What it means: Viewers’ continued willingness to splurge on entertainment reflects a sustained desire for high-quality entertainment amid complex economic times, per TiVo.
Bundles are evolving into mini ecosystems where convenience and breadth of content outweigh loyalty to any single platform. And subscription fatigue could prompt some consumers to embrace packages that merge multiple services into one.
What brands should do: The fragmented network of streaming services means brands need to prioritize content type and context, not specific streamers, to best reach audiences. Collecting metadata on content’s genre, tone, and mood could help marketers best align placements with audience intent and emotion, rather than putting all their eggs in one streamer’s basket.