Core Insights - A significant portion of U.S. streamers are adjusting their household budgets to maintain streaming subscriptions, with 34% cutting back on other expenses to afford these services [1] - Rising inflation has led to nearly two-thirds (63%) of Americans with streaming subscriptions feeling they cannot afford all desired services, and over half (55%) stating their streaming bills are higher than preferred [2] Consumer Behavior - The majority of consumers (69%) believe paid subscriptions should be ad-free, yet 60% are open to accepting more ads for a larger discount, indicating a conflict between preferences and willingness to pay [3] - Ad tiering is facilitating market expansion, with 42% of consumers downgrading to cheaper ad-supported plans and 39% upgrading to avoid ads [3] Subscription Preferences - Despite tightening budgets, consumers are committed to at least one "Forever Subscription," with Netflix leading at 60%, followed by Prime Video at 31% and Hulu at 24% [5] - Netflix shows strong cross-generational appeal, while Prime Video is more favored by older demographics, particularly Boomers [6] Bundling Trends - Over two-thirds (68%) of subscribers have opted for indirect subscriptions through bundles or third-party channels, resulting in significant monthly savings [7] - The average monthly saving reported by subscribers is $16.32, with about half saving between $15 and $24 or more each month [8] Market Outlook - Subscribers are unwilling to abandon streaming services, instead reallocating their spending to prioritize their favorite platforms, with Netflix being a non-negotiable choice for many [9] - For subscription video on demand (SVOD) teams, the focus should be on offering clear ad tiering options and simplifying the upgrade/downgrade process to retain subscribers [10]