The recent influx of premium streaming services is changing the way people access movies and TV shows. In the US, 18% of paid video subscribers purchase just one streaming service, down 17 percentage points from 2019. By contrast, 35% currently pay for four or more services, up 24 percentage points from three years ago.

Beyond the chart: More options mean more subscriptions, but also more likelihood of churn. As of December 2021, 37% of US consumers had canceled a streaming video subscription within the past six months, per Deloitte. So while viewers are buying into more services, they’re also binging and bowing out.

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