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Digital Media Monitor
Based on data from Digital Media Trends, Deloitte’s Digital Media Monitor provides a longitudinal view of US consumers’ engagement and spending on media and entertainment products, services, and subscriptions. We explore the breadth of subscriptions and services consumers use (like streaming video, cable or satellite TV, gaming, and music), their behaviors around streaming video on-demand (SVOD) cancellations—which we call “churn”—spending considerations for in-home entertainment, and their preferences for types of media.
Digital Media Trends has continuously evolved to meet the changing technologies, trends and consumer behaviors in the media and entertainment (M&E) industry. Every six months, the Center for Technology, Media & Telecommunications surveys a Census representative cohort of US consumers aged 14 and older, to keep an eye on the changes in the M&E industry in American households.
Entertainment subscriptions
Consumers have myriad media and entertainment services and subscriptions to choose from, all vying for their time, attention, and money.
Explore consumer subscriptionsPaid streaming video churn
Streaming video services have long battled consumer churn (the percentage of consumers who have cancelled an SVOD service). As consumers get savvier, we also track “churn and return” (the percentage of consumers who have cancelled a paid SVOD service and then later returned to that same service).
Explore SVOD churnMedia & entertainment spending
Faced with rising living expenses and tighter budgets, cost-conscious consumers may see entertainment subscriptions (like streaming video, music, and gaming services) as discretionary.
Explore M&E spendShifting video preferences
Some consumers increasingly favor social media videos over content on traditional streaming video services. As a result, SVOD services may face new challenges.
Explore shifting video preferences
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Entertainment subscriptions
Consumers have a range of media and entertainment (M&E) services and subscriptions to choose from—including streaming video, cable or satellite TV, gaming, and music—accessible with the tap of a finger. Many M&E services are growing in popularity, while others are waning, and there are often significant demographic differences in the users of these services and subscriptions. Explore recent trends in media and entertainment subscriptions below.
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Share of consumers with different types of media and entertainment subscriptions
KEY TAKEAWAY
90% of US consumers have at least one paid streaming video on-demand service in the home, according to the March 2025 Digital Media Trends report, with the average household paying for four services.
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Methodology Note
All subscription share figures are based on all US consumers surveyed, except for the figures presented for ad-supported streaming video on-demand (AVOD) services, which are based on a smaller subset of US consumers who subscribe to paid SVOD services.
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Paid streaming video churn
Paid streaming video on-demand services have struggled to become, and remain, profitable. Part of this struggle is subscriber retention and cancellations. Consumers can watch the content they’re interested in and then cancel their subscription. And in some cases, they might sign up for that same service again when new content becomes available: enter, “churn and return.”
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Churn—and churn and return—remain challenges for streaming video providers
KEY TAKEAWAY
As of the March 2025 report, Gen Zs have the highest churn rate, with 54% of this group cancelling an SVOD service in the last six months. This is compared with 39% of consumers overall who have churned.
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Methodology Note
“Churn” is the percentage of consumers who have cancelled any paid SVOD service in the last six months. “Churn and return” is the percentage of consumers who have cancelled a paid SVOD service, and then later returned to that same service, in the last six-month period.
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Media & entertainment spending
As the cost of everyday essentials like food and housing rise, many consumers are re-evaluating their budgets and cutting back on non-essential expenditures. At the same time, prices for media and entertainment services continue to climb. Subscriptions for discretionary entertainment services (like paid streaming video, music, and gaming services, and cable or satellite TV) may be impacted, as individuals prioritize their spending by reducing or eliminating these subscriptions.
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Financial concerns impact spending on media and entertainment services
KEY TAKEAWAY
Thirty-five percent of consumers say they are cutting back on entertainment subscriptions because of financial concerns, according to our March 2025 data report. But this figure is highest among younger consumers who often subscribe to the most M&E services.
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Methodology Note
Figures here show respondents who said they "strongly agree" or "somewhat agree" with the statement above.
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Shifting video preferences
Social media content is competing with traditional video content for consumer’s time and attention. Given an endless stream of personalized content at no cost and at their fingertips, consumers may increasingly prefer watching social videos as an alternative to streaming video.
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Percentage of consumers who prefer social media to streaming video services
KEY TAKEAWAY
As of the March 2025 reporting, nearly 50% of Gen Zs and 36% of millennials say they prefer watching videos on social media more than videos on streaming video services.
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Methodology Note
Figures here show respondents who said they "strongly agree" or "somewhat agree" with the statement above.
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The Deloitte Center for Technology, Media & Telecommunications conducts research and develops insights to help business leaders see their options more clearly. The center can help executives better discern risk and reward, capture opportunities, and solve tough challenges amid the rapidly evolving TMT landscape.
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