Average Streaming Spend Remains Flat in the U.S.

Average streaming spend in the U.S. remains flat at $69 per month, and 68 percent of SVOD subscribers now pay for ad-supported tiers, according to Deloitte’s annual Digital Media Trends report.

In 2024, only 46 percent had at least one ad-supported tier.

Of those surveyed, 61 percent say they would cancel their favorite service is prices increased by $5. This and the large percentage who now pay for ad-supported tiers reflects growing price sensitivity.

Fans are a growing economically meaningful consumer segment, with most consumers—around 80 percent—identifying as “fans.” They spend $71 per month on streaming services, compared with $56 for “non-fans.” Fans also report spending an hour or more per day on entertainment activities compared to non-fans. More than half of fans say that being a fan leads them to engage across multiple platforms, and this figure rises to nearly 70 percent among Gen Z and millennial fans.

More than half of fans say social platforms are their primary way of discovering new content. 44 percent say they typically discover content on social and then go elsewhere to watch, listen or purchase the full version. Almost half of fans surveyed say ads would be more effective if tailored to their fandoms.

Some of are even open to AI-generated advertisements. 27 percent of fans say they would like personalized, AI-generated digests of streaming, social, podcast and actor updates about their favorite shows and franchises. Around a quarter of fans say they would like the option to co-create content with generative AI. A similar share also say they would be willing to interact with virtual AI personalities if they were interesting or informative.

“Fandom doesn’t end when a season does—it carries forward, fueled by the stories, teams and creators fans love,” said Doug Van Dyke, vice chair and U.S. telecom, media and entertainment sector leader at Deloitte. “As some consumers plan to spend less on streaming services, passionate fans have the potential to become even more valuable, investing time, money and energy across platforms. AI can be harnessed to understand what fans care about, anticipate what they want next, and bring together content, community, and commerce in ways that feel personal. The providers that do this well may do more than just capture attention—they can earn loyalty that lasts.”

“Fans have created vibrant communities around the content they love, and AI is enabling new ways to deepen those connections—from personalized experiences to co-creating storylines and interacting with virtual personalities,” added Danny Ledger, U.S. telecom, media and entertainment leader at Deloitte. “The opportunity for platforms isn’t to replace fandom, but to build on it—offering new content, AI-enabled experience, and insights that enhance the communities that fans have already created. By listening to fans and understanding how they connect, platforms can create moments that feel relevant, meaningful and truly part of their fandom.”