Streaming Services' Bundle Loyalty Grows Among Viewers
In 2025, the landscape of TV services has undergone a significant shift, with affordability and convenience emerging as the key factors that consumers value most. According to a recent survey titled "Monetizing Video," conducted with 1,600 US consumers aged 16-74 with broadband access, the most sought-after attributes for TV services are low price, availability of all seasons, immediate availability of all episodes, and a seamless user experience with ads.
The survey reveals that low price remains the most important factor in the value of a TV service, with consumers willing to spend only an average of $83 per month, and unwilling to spend more than $86. This trend is indicative of a growing preference for affordable or even free services, as long as they offer a good user experience and strong content availability.
Interestingly, while no ads were once a highly valued attribute, their importance has decreased somewhat. In 2025, only 7.7% of consumers cited "no ads" as a key attribute, down from 8.8% in 2024. This suggests that consumers are becoming more tolerant of ads, especially if they are not paying for the service, with 79% expecting no ads only if they pay for the streaming service.
The survey also highlights the growing popularity of ad-supported streaming environments. Ad-supported TV viewing has increased its market share, accounting for 73.6% of total TV viewing in Q2 2025, driven largely by streaming platforms. Consumers seem willing to accept ads in these environments, as long as they offer a seamless viewing experience resembling paid services without the cost.
Other highly valued TV service features include comprehensive content availability, with "all seasons" and all episodes available immediately, while new theatrical movies on streaming services have become less of a distinguishing factor.
The survey also sheds light on the growing trend of bundling TV services. Bundling has become increasingly popular among consumers, with 42% of respondents saying they are much more likely to keep bundled services compared to services they subscribe to individually. The biggest attraction to bundles is the price, with "free" leading the way, but users will still pay for the right combination of content and features from a TV service.
Live sports have also become more important to consumers, with viewers leaning into plentiful original content from streamers. The growth of free services like YouTube, Tubi, and the Roku Channel is also notable, as is the popularity of new bundles introduced in the past year, such as Disney+ and Max, Hulu with Disney+.
However, consumers paying for 3 or more services are spending more than they'd like and are unwilling to spend more, according to Hub. This highlights the need for TV services to offer attractive bundles of complementary services to strengthen customer loyalty and keep costs down. Emphasizing 'unlimited access' is an evergreen value driver for streamers, with access to full seasons and binge-watching capabilities having grown in importance.
In conclusion, the TV viewing landscape in 2025 is characterised by a shift towards more nuanced consumer preferences. Affordable or free services with ads are more acceptable, as long as the user experience and content availability are strong. Consumers show sensitivity to paying for subscriptions with ads, demanding ad-free experiences if they pay. Theatre-going remains soft, with viewers leaning into plentiful original content from streamers. The growth of free services and the popularity of bundles suggest that the future of TV services lies in offering affordable, ad-supported packages with a strong focus on content availability and user experience.
- Affordable streaming services, such as those offered through OTT platforms, are increasingly valued by consumers for their low price, with the average consumer willing to spend only $83 per month.
- The survey found that a seamless user experience with ads is becoming more acceptable to consumers, even if they are viewing ad-supported content, as long as it offers strong content availability.
- The survey also revealed a growing preference for ad-supported streaming environments, with these services accounting for 73.6% of total TV viewing in Q2 2025.
- The landscape of TV services is evolving to prioritize affordability and convenience, with a growing trend toward bundling services to offer attractive packages of complementary services to consumers, while maintaining a focus on high-qualitycontent and user experience.
