Streaming Competition and Profitability: Pricing Models & Retention Strategies

As streaming platforms refine their pricing strategies and content offerings, understanding consumer sentiment is critical to driving growth and retention. This flagship study provides a comprehensive analysis of the U.S. video streaming market, tracking key trends across more than a decade in consumer demand for video services across all business models. It evaluates shifts in subscription and ad-supported models, pricing sensitivity, churn drivers, and the effectiveness of bundling and promotional tactics.

The research examines how consumers navigate an increasingly fragmented streaming landscape, their willingness to pay for multiple services, and factors influencing their long-term loyalty. Additionally, the study explores engagement trends, the impact of exclusive content and original programming, and consumer demand for interactive and personalized experiences. As profitability pressures intensify, the research provides insights into how platforms can balance content investment with sustainable business models

This study draws from Parks Associates’ Q3 2025 survey of 8,009 U.S. internet households.

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Methodology & Key Terms

Executive Summary

Trends in the Subscription TV and Video Market

Adoption and Spend on Pay TV

Adoption and Spend on SVOD

Net Promoter Score for Leading Services

Pay-TV Churn and Retention

Streaming Video Churn and Retention

Ad Experience

Sign-ups and Subscription Management

Bundling Benefits and Value

Video Consumption by Device

Appendix

•Defining Internet households

•Guide to reading Parks Associates charts

•Additional research from Parks Associates

Published by Parks Associates
© 2025 Parks Associates

Disclaimer

Parks Associates has made every reasonable effort to ensure that all information in this document is correct. We assume no responsibility for any inadvertent errors.

Analysis is supported by AI tools in Parks Associates private, secure workspace to synthesize findings and only with insights from its proprietary dataset.

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Yilan Jiang

Senior Director of Consumer Analytics

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Jennifer Kent

Senior Vice President and Principal Analyst

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Sharon Jiang

Consumer Insights Manager

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Yuting Mu

Consumer Insights Analyst I

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Parks Associates

Market Research and Consulting Company

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Michael Goodman

Director, Entertainment Research

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Consumer Electronics and Entertainment