As the U.S. grapples with post-pandemic economic uncertainty, a new report from Hub sheds light on an interesting trend: streaming video is emerging as the most cost-effective entertainment option for many consumers. Conducted in May 2025, the survey encapsulated the sentiments of 3,000 U.S. individuals aged 14-74, highlighting not only the resilience of streaming subscriptions but also the essential challenge providers face in managing price increases amid rising consumer anxiety.
The study reveals a notable increase in concerns regarding the economy, inflation, and potential recessions since November 2024. Nearly 90% of respondents feel subscription price hikes are occurring more frequently than before. Yet, despite these worries, streaming options maintain substantial favor. Over half of the surveyed viewers expressed a willingness to increase spending on video subscriptions as a means to reduce expenditures on other leisure activities, such as theme parks, concerts, or dining out.
Hub’s report further highlights that streaming remains one of the last entertainment options consumers consider trimming from their budgets, only second to vacations in terms of perceived value. This enduring resilience speaks to how viewers perceive streaming as offering more value than almost any other entertainment form. However, the cautionary note from Mark Loughney, a Senior Consultant at Hub, emphasizes the importance of judicious price management; subscription services risk alienating loyal customers if price increases outpace the perceived value they offer. “Consumers are still feeling aftershocks from the economic disruption of the pandemic, and that anxiety isn’t going away,” he remarked.
The evolving landscape of consumer preferences extends beyond subscription pricing. The report reveals a significant shift in attitudes towards advertising. Over the last four years, the percentage of viewers expressing intolerance for ads in TV content has dropped from 17% to 11%. This change suggests that even those traditionally averse to advertising are now considering lower-cost ad-supported options that save them $4-5 per month. This growing acceptance of AVOD (advertising-based video on demand) models speaks volumes about the shifting dynamics in a price-sensitive market.
Another significant finding addresses the rising influence of aggregators like Amazon Prime Video, Apple TV, Roku, and YouTube in streamlining subscription management. Approximately half of the respondents reported utilizing aggregators to organize their streaming services, with usage shooting up to 60% among the 18-34 age group. Interestingly, those leveraging aggregator platforms tend to subscribe to more services, with nearly 60% having six or more subscriptions, in contrast to just 43% of non-aggregator users, who maintain three or fewer subscriptions.
In this interconnected ecosystem, YouTube has solidified its role as a pivotal player. Almost 90% of viewers engage with YouTube in various forms, with half of those individuals regularly consuming content on television screens. Users consistently rate YouTube’s free, ad-supported format as delivering superior value even when compared to paid AVOD, subscription video on demand (SVOD), and traditional broadcast TV.
The findings from Hub’s report illuminate the delicate balancing act faced by streaming platforms today. As they work to juggle price sensitivity, content quality, and consumer tolerance for advertising, the data reinforces the solid footing streaming holds within the entertainment landscape. Providers that remain attuned to consumer sentiments while innovating around perceived value and flexibility are best positioned to maintain their subscriber bases, even amid broader economic turbulence.
