Gen Z ditches discs but won’t wed a streamer: Young viewers skip physical media, yet bounce between platforms for must-see titles.

Music streaming apps hit saturation: As downloads stall, platforms bulk up bundles to justify higher fees and retain paying fans.

Households may not be tapped out on subscriptions yet, but subscription fatigue is emerging as viewers seek more affordable ways to stream and rethink how much they’re willing to pay. Nine in 10 US households pay for at least one streaming service, per Parks Associates. Nearly half (45%) watched free ad-supported streaming TV (FAST) in Q1 2025, up from 42% in Q1 2024. Although viewers may be accepting of ads, overload or irrelevant messaging could turn them away. Advertisers should: diversify placements, invest in creative testing and ad frequency controls, and focus data-driven buying.

The subscription economy is on track to surge 67% over the next five years, reaching $1.2 trillion globally by 2030, according to Juniper Research. Digital video subscriptions lead the way and account for more than a third of all spending. The subscription model is scaling, but trust is fragile. With large shares of consumers across markets feeling they pay too much, retention will define the next growth phase. Retention must be part of the design from the start—transparent pricing and policies, simple cancellation or tier-change processes, and clear, distinct benefits—so subscriptions become habits, not burdens.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium’s dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable’s share, streaming has become the default destination for mass viewing—even as subscription fatigue looms.

To survive the era of subscription fatigue, brands and retailers need to invest in models that bring customers value and convenience.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why subscription ecommerce works, product categories best suited for this model, and how much subscription fatigue may be setting in. Then for "Pop-Up Rankings," we rank the top four subscription services that have staying power in the key categories of pets, beauty, food, and clothing. Join our analyst Sara Lebow as she hosts analysts Blake Droesch and Zak Stambor.

Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

On today's episode, we discuss how many subscribers HBO Max has, whether partnering with Snapchat can move the needle, and if some kind of HBO Max bundle could be attractive. We then talk about the authenticity of subscription fatigue, how successful Disney's current release strategy is, how to convince young folks to go back to the movies, and how open Netflix subscribers would be to an ad-supported plan. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

Will the duopoly dominate in 2019? Will consumer privacy concerns challenge marketers’ efforts? This report explores these digital display trends and more.

The TV and OTT landscapes continue to shift and slide as consumers adopt digital video and streaming options, and the companies producing long-form content make bets on where audiences will spend their time. Here are eight digital video market predictions for 2019.