Among US Netflix subscribers who share their account with others, nearly half said they’d very likely cancel their subscription if the platform began charging them extra for sharing it. An additional 28% said they’d be somewhat likely to delete their accounts, while just 27% say they would stay subscribed.

Despite Americans feeling they’ve reached streaming saturation, a survey found that 93% of consumers planned to either add another paid streaming service or make no changes to existing subscriptions. Nearly half (46%) of respondents cited difficulty finding specific video content because of the number of available streaming services.

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

But as more and more streaming services begin to offer free or cheaper ad-supported subscription tiers, CNN+’s subscription-only model is beginning to look outdated. Still, Warner Bros. Discovery might not be able to patch up CNN+ with a post-launch, ad-supported tier.

Nearly half of millennials and 34% of Gen Zers in the US reported renewing a streaming video subscription within a year of canceling it, per August 2021 polling by Deloitte. How will Netflix divide its content spending between originals and licensed shows?

With growing subscription and advertising revenues, digital video’s future remains bright. But there are numerous questions that will affect its development.

A June 2021 Hub Research study found that more TV viewers surveyed preferred a free-with-ads model than an ad-free subscription model. And a study by Morning Consult and Adweek found that more respondents were interested in an ad-supported option for a lower price than an ad-free option for a higher price. AVODs come in different flavors and sizes.

For the first time, we broke out Disney+ and Netflix viewers by age. It’s widely understood Disney programs are usually aimed at youth. Our forecasts give some clarity on how much Disney+ skews toward young people compared with other streaming services.

This year, US residents will spend 80 minutes per day with subscription over-the-top (OTT) video, up 8.7% over the previous year. What share of CTV advertising is programmatic? We forecast that 7 in 10 CTV ad dollars will be transacted or fulfilled programmatically this year, which equates to more than $10 billion. WHAT’S IN THIS REPORT?

Tapping into the growing demand for ad-supported digital video gives YouTube another channel to boost watch time and appease advertisers, but it won’t put it in the cultural driving seat like its subscription-based competitors.

Pay TV is in free fall, as more and more families cut the cable cord. By the end of 2023, less than half of US households will have a traditional pay TV subscription. The total number of pay TV households will drop to 65.1 million, a 4.8% decrease from 2022.