The economy might be shaky, but the perceived value of streaming remains solid. According to Hub Entertainment Research’s 2025 “TV Advertising: Fact vs. Fiction” report, U.S. viewers are still prioritizing streaming subscriptions over other entertainment costs, and they are increasingly open to watching with ads to save money.
The survey, conducted in May 2025 among 3,004 U.S. consumers aged 14 to 74 who watch at least an hour of TV per week, found that 72% of total TV viewing is ad-supported. Of that, 42% comes specifically from ad-supported streaming services.
Streaming Seen as a Top Value
Streaming subscriptions are seen as one of the best values in entertainment. In the survey, 33% of respondents rated TV and movie streaming as delivering “great” value. That put streaming second behind travel and vacations, which were cited by 38%. By comparison, only 24% said the same about dining out, 22% about music subscriptions. This suggests that even cost-conscious viewers are more willing to trim one-off entertainment experiences than cancel their TV services.
Ad Tolerance Is Increasing
Viewer resistance to advertising is declining. In 2021, 17% of viewers said they would never consider signing up for a TV service that includes ads. As of 2025, that number is down to 11%. Meanwhile, 38% of viewers now say they will accept ads if the content is good enough, up from just 26% four years ago. In short, fewer people are “ad-intolerant,” and more are open to trade-offs if it helps reduce subscription costs.
Ad Spend and Short Breaks Are Working
Viewer behavior supports this shift. Hub found that more people will stay tuned during “all or most” of the commercial break when ad loads are lighter. At the same time, advertisers are ramping up investment in Connected TV. eMarketer projects that U.S. CTV ad spending in 2025 will be nearly twice what it was in 2021. CTV is also expected to be the fastest-growing ad category this year, outpacing social, digital video, and paid search.
Aggregators Drive More Subscriptions
Streaming aggregators such as Amazon Prime Video, Roku, and Apple TV Plus are shaping consumer behavior. Half of all respondents said they now use an aggregator to manage subscriptions. Among aggregator users, 59% report having six or more paid video subscriptions. That is more than double the rate of non-aggregator users, of whom only 26% subscribe to six or more services. At the same time, 43% of non-users have only one to three subscriptions. Aggregators appear to make it easier to manage and churn through multiple services.
YouTube’s Reach and Ad Experience
YouTube remains one of the most-used video platforms. Nearly 90% of viewers report using some form of YouTube, whether free YouTube, YouTube TV, or YouTube Premium, and about half of those users now watch content on a TV screen. In terms of ad experience, YouTube’s free tier is perceived as better than over-the-air TV and FAST platforms, but below paid AVOD and MVPD or VMVPD services. Among those surveyed, 50% said AVOD platforms offer the best ad experience, followed by 37% for MVPDs, 33% for VMVPDs, and 23% for free YouTube. Only 21% said OTA antenna performed well in this regard, and just 20% felt the same about non-YouTube FAST platforms.
Price Sensitivity Remains a Risk
Even though streaming ranks high on perceived value, viewers are still watching prices closely. The report notes that many consumers already believe streaming subscription prices are rising more frequently than in the past. And while subscriptions may be one of the last places viewers cut spending, that goodwill is not unconditional. If the price-value balance deteriorates, viewers will churn. Streamers that want to retain their base need to show restraint with price hikes and continue to deliver meaningful value, especially in ad-supported offerings.
