Spotlight
Properties
Platforms & Partnerships
Spotlight
Partnerships & Platforms
Entertainment Programming
Insights and Innovations
Partnerships & Integrations
Our Solutions
Branded Entertainment
Resources
Contact Us
Programming
Resources
Ad Products
Partnerships
Streaming habits are changing faster than you can say, “skip intro,” and marketers need to keep up.
As we approach the end of the year, we’re looking back at some of the streaming trends we uncovered that define today’s audiences. Whether it’s the rise of ad-supported streaming, surprising content preferences, or evolving viewing patterns, we’ve compiled key insights from The Stream 2024 to help marketers like you reach viewers where they are.
So grab your popcorn and your planner, and press play on our top 10 streaming trends of 2024.
With streaming’s popularity surging, cable is getting canceled. Last year, almost 5 million people cut the cord, and in Q2 of 2024, cable companies experienced the highest decline in subscribers they’ve seen in a decade.
On the flipside, streaming saturation is at an all-time high, with 99% of U.S. households regularly tuning in to at least one subscription-based or ad-supported streaming service. As one surveyed Millennial put it, “We get everything we need from streaming.”
To put things into perspective, Tubi reaches one in four TV households across the U.S. We have over 81 million monthly active users (and counting), and 65% of them are cord-cutters or cord-nevers (MRI Cord Evolution, Aug 2024). That means when viewers are leaving their cable companies, many are flocking to Tubi and similar ad-supported streaming services.
The takeaway: Brands that stick with cable could lose millions of potential customers that are flying the coop for streaming, and they risk declining in relevancy, especially among younger generations.
Free advertising-based video-on-demand (AVOD) services are on a steady rise, with 196 million users in 2017 becoming 208 million in 2024, and an expected 217 million to come in 2027.
These audiences have their priorities straight: 58% would rather watch a few ads while streaming (and buy an extra coffee each month) than pay a premium for an ad-free experience.
That’s the kind of thinking that’s informed the preference for ad-supported streaming over paid subscriptions for 62% of streamers. And that preference is prevalent across generations: 61% for streamers 18-34, 67% for streamers 35-49, and 46% for those 50 and over.
Free streaming is a trend that meets the moment, with 65% of viewers using at least one such service regularly. For heavy streamers, that number jumps to an impressive 72%. That’s a lot of loyal fans primed for creative campaigns.
The takeaway: The steady growth in free streaming is proof that this crowd-favorite streaming model has staying power and is an impactful channel for marketers to tap into.
Streaming video isn’t just content to watch—it’s an experience to share.
It’s also an opportunity for brands. Studies show that viewers pay more attention to the content they’re watching when they’re doing so with others. And co-viewing is a priority for many streamers, with 71% saying hitting play with household members is valued quality time. Gen Z, in particular, are social streamers, with 54% regularly viewing with friends outside their household. In today’s digital world, streaming has become a modern-day hangout.
While social connection is important, sometimes streaming is about “me time.” A solid 68% of viewers say streaming gives them a chance to unwind alone, and they want their viewing experience to reflect that. To keep the algorithm catered to their preferences, 58% of viewers prefer a free, individual streaming account over a paid, shared subscription.
And the dedication to solo streaming is real. Half (50%) of Americans admit to staying up late to watch, and around two-thirds (66%) keep the self-care streaming going one to three hours past their bedtime. That’s also a popular time for shopping, with almost 72% of respondents in a recent survey saying that in the past year, they’ve made online purchases after their typical bedtime.
The takeaway: Late-night viewing offers brands the perfect opening to take advantage of late-night retail therapy habits.
In the last year alone, the top paid streaming platforms have raised prices by up to 43%, and the cost to subscribe to the top nine has risen by 20% since 2023.
As streaming gets more expensive, 54% of viewers are considering hitting pause on their subscriptions by monitoring how much they use these services to avoid overspending. But it may be in vain—over half (53%) of Gen Z and Millennials already believe they’re spending more than they should on streaming. And as viewers’ budgets take a hit, they’re becoming pickier about which platforms are worth keeping—and they’re ditching the ones that aren’t.
Take Gen Z streamers, for example. Price hikes are a dealbreaker, with 83% saying they would cancel a subscription streaming service if the cost increased. Additionally, 71% would be ready to click “unsubscribe” if they were forced into a tiered membership and had to pay more to access certain content. For these budget-savvy streamers, there’s no cliffhanger when it comes to affordability. Services that don’t keep prices in check will get cut.
The takeaway: As more streamers prioritize budget, marketers have more opportunities to connect with viewers on free ad-supported streaming services like Tubi.
Almost half (44%) of streaming subscribers use only one or two services every six months, watching specific content they want on the platform, then canceling and moving onto the next platform with fresh content.
The secret to keeping audiences hooked year-round? A steady stream of original content. Seventy-four percent of Gen Z and Millennials say they prefer to watch original content, and 61% of all viewers say new or original content would keep them engaged on a platform for the long haul.
But originality isn’t just a hit for viewers—it’s a streaming trend for brands, too. Less than 25% of streamers find the ads they see relevant to their interests, and almost eight in 10 (79%) streamers are fed up with repeat ads, making space for brands that keep it fresh. Over two-thirds (35%) of viewers appreciate quirky or unconventional ads, which make for a more fun streaming experience.
The takeaway: For marketers, originality can turn ad breaks into must-watch moments that create positive, long-lasting sentiment for your brand.
Streaming can offer the ultimate nostalgia trip, giving audiences a chance to rewind to some of their favorite moments growing up. In 2023, many of the most-watched shows were older series like Suits, Friends, The Office, and NCIS. The appetite for comfort shows is consistently strong.
Over half (64%) of the streamers who watch content over a decade old are motivated by nostalgia. Sixty-seven percent say the classics are just that good, while 49% watch older content out of tradition—because some shows and movies never go out of style.
Tubi’s massive content library makes it the premier destination for viewers looking for that hit of nostalgia with their favorite comfort content.
The takeaway: Tubi provides the ideal environment for marketers to reach streamers who are more likely to spend money when feeling nostalgic.
By 2025, it’s estimated that 118 million viewers will be streaming their favorite live sports, rather than watching on cable. For much of Gen Z, they’ve already made the switch.
In other words, streaming is proving to be a slam dunk, with 68% turning to streaming services rather than cable for live sports and sports programming. From NFL weekly game previews (45%) to catching rising stars in the NBA G League (31%), younger sports fans are making the switch to streaming to get their fix.
Gen Z has embraced streaming as the MVP of sports coverage and sports culture programming as well. Traditional cable has fallen behind, capturing just 24% of the generation’s sports viewers. Whether it’s catching game day highlights, buzzer-beater moments, or getting the latest news and behind-the-scenes from Tubi originals like We Got Time Today and Shattered Glass, the ball has moved into streaming’s court.
The takeaway: Marketers who want to get in the game have a huge opportunity with streaming services, since almost half (42%) of Gen Z viewers dedicate three or more hours to streaming live sports every week.
When it comes to streaming services with staying power, a smooth experience is the star of the show. And it starts even before viewers hit play.
Viewers spend up to three hours a week searching for content they want to watch—and even when they do search for something specific, almost half don’t find what they’re looking for. This negative user experience leads 31% to leave the app, with 37% moving over to a different streaming service and 31% giving up completely and switching activities.
Most of Gen Z relies on streaming services’ recommendations to find content, but 54% think they miss the mark with stale and redundant suggestions. That leaves 63% feeling like the hunt for content to watch is a waste of time, especially if the search itself isn’t frictionless.
Meanwhile, over half (52%) of viewers say easy navigation keeps them watching, and well-placed ad breaks can play a supporting role in keeping audiences glued to the screen. Thirty-five percent prefer the standard ad break, strategically placed to coincide with convenient breaks in the story. For free ad-supported streaming services like Tubi, these ads are unskippable, leaving marketers with a captive audience.
The takeaway: Brands that are able to embrace the flow of the content they’re paired with will make for an enhanced viewing experience and improved stickiness with streamers.
Original content is on the rise. The major paid streaming services have all planned to increase spending on production of original TV content.
But originality is just one side of the coin, as 71% of Gen Z and Millennials say they want to see more shows and films produced by independent and lesser-known creators. For these viewers, it’s not just about the story. While 74% prefer original content over franchises or remakes, 64% like streaming content from small creators as a way of directly supporting their work.
The growing support for indie creators reflects a shift toward more authentic, relatable content. To make the path for independent creators more accessible, Tubi has launched Stubios, a fan-fueled studio that lets fans give content the green light. We know that younger viewers aren’t just looking for entertainment—they want to connect with unique voices and make every stream a meaningful choice.
The takeaway: Brands should lead with authenticity to better connect with Gen Z and Millennial streamers.
Viewers also want to see themselves in the stories they’re watching. Fifty-three percent of respondents to a recent study said they would be more likely to watch content that’s inclusive of different backgrounds. That sentiment is especially true for Gen Z and Millennials, 73% of whom want to see characters that reflect their own identities.
But these viewers also value a wide range of representation that mirrors the world around them, with 68% prioritizing content that features diverse characters. That desire is also reflected in the appetite of 55% who seek out content based on true stories.
And when it comes to ads, personalization is key. Over two-thirds (67%) of viewers would rather watch an ad that’s thematically related to their content and matches their interests, while 29% welcome ads that feel targeted to them specifically.
The takeaway: For brands, this is a golden opportunity to engage audiences by aligning messaging and creative themes to the content audiences already love. And that’s a trend that will never go out of style.
