Streaming Video Trends: Why and How Consumers Watch

With the launch of new streaming services like HBO Max and Peacock, and nationwide lockdowns leading to more time spent at home, streaming video continues to gain traction as a go-to source of entertainment among many Americans. We surveyed the Fluent audience to gain insight into where they’re watching, how much time they spend streaming, and the types of content they value most. We also look at features that factor into purchase decisions and the streaming services U.S. consumers say they can’t live without. 

 

March 4, 2021

How many hours per day do you spend streaming video content?

50% of Americans spend 3 or more hours per day steaming video content – a 25% increase in time spent compared to responses from May 2020.

A bar graph comparing how many hours per day do Americans spend streaming video content?

Compared to other generations, millennials and Gen X are most likely to spend 3 or more hours per day streaming video content.

A bar graph comparing how much time each generation spends streaming content.

What device do you typically use to stream video content?

39% of U.S. consumers stream video content from their mobile phone, followed by Smart TVs (26%), and CTV devices (18%).

4% typically stream content on their tablet.
25% of respondents typically stream content on their Smart TV.
39% of respondents typically stream content on their Mobile Phone.
7% of respondents typically stream content on their laptop.
18% of respondents typically stream content on their CTV device..
6% of respondents typically stream content on some other device.

Compared to other generations:

  • Millennials and Gen X are most likely to stream from their mobile phone. 
  • Gen Z is most likely to stream from a laptop or CTV device. 
A bar graph breaking down which devices each generation streams content with.

I’m more likely to subscribe to a new streaming service if…(select all that apply)?

Overall, U.S. consumers are more likely to subscribe to a new streaming service if it is affordable.

A bar graph showing the reasons Americans are more likely to subscribe to a streaming service.

Gen Z is the only age group more likely to prioritize content over affordability.

A bar graph showing the most likely reasons each generation is likely to subscribe to a streaming service.

I’d be willing to spend more on a streaming service that offers…(select all that apply)?

Overall, consumers are willing to spend more on ad-free services (43%) or platforms that offer all the content they want in one place (40%).

A bar graph illustrating why respondents would be willing to spend more on a streaming service.

Compared to other generations:

  • Gen Z is most likely to pay more for an ad-free service.
  • Baby boomers are most likely to pay more for a service that offers everything they want in one place. 
A bar graph showing the most likely reasons each generation is willing to pay more for a streaming service..

What type of streaming content is most important to you?

Overall, U.S. consumers value classic shows and movies and exclusive original content about the same.

Compared to other generations, baby boomers are most likely to prioritize classic shows and movies. Millennials and Gen X prioritize exclusive original content over classic programming.

Men are more likely to prioritize sports and live events while women are more likely to rank family-friendly content as most important.

Which streaming service do you feel you couldn’t live without?

Netflix is the clear winner among streamers, with 41% saying that it’s the service they cannot live without. YouTube TV ranks in the number two spot, while Amazon Prime and Hulu are tied for third place.

Gen Z is more likely to favor Disney+ and Hulu, while Gen X and Baby Boomers are more likely to favor YouTube TV and Amazon Prime. Millennials are most likely to rank Netflix as their top service.

Data was collected from 5,672 U.S. adults between February 8-9, 2021. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

Key Takeaways for Marketers

For Gen Z streamers, access to quality content outweighs an attractive price tag

When subscribing to a new streaming service, Gen Z is the only age group more likely to prioritize access to their favorite series or genre over an attractive price tag. In fact, according to findings from our last survey, 48% believe they are paying a fair amount for their streaming subscriptions, further reinforcing the value this age group assigns to quality viewing experiences. As far as content goes, a diverse slate of original and licensed programming is most likely to appeal to Gen Z – 26% are looking for classic shows and movies, 23% are interested in exclusive original content, and more than half (58%) are willing to pay extra for an ad-free service.

U.S. consumers seek in streaming services what they left behind on cable

Beyond content and price, access to live TV ranks fourth among top factors convincing U.S. consumers to subscribe to a streaming service. Compared to other generations, access to live TV is most important for Gen Z and millennials, likely because these age groups are less likely to pay for a cable TV subscription. This may also explain why Hulu – a streaming services which offer a hybrid of live programming and on-demand content – is most popular among Gen Z streamers. For baby boomers, the convenience of having all the content they want in one place, an artifact of the traditional cable TV package, is the top factor they'd be willing to pay extra for in a streaming service.

CTV unlocks niche audiences and more sophisticated ad targeting opportunities

As streaming services continue to win more viewers, connected TV is emerging as a viable alternative to traditional linear TV advertising. 26% of U.S. consumers surveyed watch video content on their Smart TV and 18% stream via CTV devices like Roku or the Amazon Fire TV Stick. For advertisers looking to explore this channel, it's important to understand the addressable audience. For example, while research from Nielsen shows that more than half of time spent streaming happens devoid of advertising, we found that baby boomers are least likely to pay extra for an ad-free streaming service – representing a major opportunity for advertisers to reach this particular demographic via highly targeted CTV ads.

February 25, 2021

Do you currently pay for cable and/or streaming service subscriptions?

15% of Americans surveyed pay for both cable and streaming subscriptions.

A circle graph breaking down if respondents currently pay for cable and/or streaming services subscriptions?

Compared to other generations:

  • The Silent Generation is most likely to only pay for cable.
  • Millennials are most likely to only pay for streaming.
  • Gen Z and millennials are most likely to pay for both cable and streaming.
A bar graph breaking down which services each generation is most likely to pay for.

In total, how many streaming services do you currently pay for?

55% of Americans pay for two or more streaming service subscriptions.

A circle graph illustrating how many streaming services Americans currently pay for?

Compared to their older counterparts, Gen Z and millennials are most likely to pay for more than one streaming service.

A bar graph breaking down how many streaming services each generation pays for.

Do you pay for each service individually or take advantage of bundled offerings?

60% of Americans are taking advantage of bundled streaming service offerings.

A circule graph showing if respondents you paying for each streaming service individually or taking advantage of bundled offerings.

Gen Z, millennials, and Gen X are most likely to take advantage of bundle deals.

A bar graph breaking down if each generation pays for streaming services individually or if they have bundled offers.

Do you typically pay for a new streaming subscription after the free trial period ends?

60% of Americans pay for a new streaming service after the free trial expires.

A bar chart showing 60% of Americans pay for a new streaming service after the free trial expires. 

Compared to their older counterparts, Gen Z, millennials, and Gen X are most likely to pay for a streaming subscription post-trial period.

A bar graph showing what percentage of each generation will pay for a streaming service after a free trial expires.

Which describes your feeling towards how much you’re paying for streaming subscriptions?

46% of Americans believe they are paying too much for their streaming subscriptions, while 40% believe they are paying a fair amount.

A circle graph comparing how respondents feel about how much they are paying for subscription services.

The youngest generations are most likely to believe they are paying a fair amount for their streaming subscriptions.

A bar graph breaking down how each generation feels about how much they are paying for streming services.

Data was collected from 20,577 U.S. adults between February 3-4, 2021. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

Key Takeaways for Marketers

Gen Z and millennials are most likely to take advantage of bundled deals

Compared to older Americans, Gen Z (48%) and millennials (44%) are most likely to believe they are paying a fair amount for their streaming subscriptions. This group takes advantage of bundled service offerings (think the Disney Bundle - Disney+, Hulu, and ESPN+ all for $12.99/month) and doesn't mind juggling multiple subscriptions if it means getting access to the content they love. With about one-third of Gen Z and millennials each subscribing to 3 or more services, there’s room for multiple streaming players to thrive in this fast-growing market.

Free trial offers can lead to long-term loyalty...among some audiences

A free trial offer is a great way to drive customer acquisition efforts and build a solid foundation for long-term loyalty. According to our survey results, 60% of Americans pay for a new streaming service after the free trial expires. While Gen Z, millennials, and Gen X exhibit the highest likelihood to pay the subscription fee once the trial period ends, baby boomers and The Silent Generation need some additional incentive before committing to a recurring payment.

Older demographics represent an opportunity for incremental growth

For streaming service providers, the real challenge – and perhaps, opportunity – is reaching and converting American consumers over age 56. This audience is not quite ready to cut the cord completely – the number of those who pay for cable TV outweighs those who subscribe to a streaming service – but willing to try a combination of both linear and digital options. With 48% of baby boomers claiming they pay too much for streaming subscriptions, it is important for streaming providers to communicate the added value their services bring to an already crowded media and entertainment mix.

See how streaming video trends have changed since 2020

Streaming Services & Video Content

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FAQs

How is this data collected?

‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.

Who is the audience?

Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:

Demographic Attribute Over Penetrated Among
Age Median: 38

61% between the age of 18 & 44
Gender 50/50 Male/Female
Education High School Degree or Some College
Homeownership 61% Renters
Households with Children 42% of Audience

How many people were surveyed?

On average, 150,000 – 175,000 consumers respond daily.

How often do you engage with this audience?

Daily

Is the data weighted?

No, but representative of the overall Fluent Audience.

How do you protect consumers data privacy?

All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.

What was your methodology?

Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.