Streaming Trends in the USA: How Are Platforms Responding?

In a highly competitive landscape, streaming platforms in the United States face two key challenges: attracting new subscribers and reducing cancellation rates (churn). To tackle this, they employ strategies including diversified pricing, bundle deals, targeted promotions, and customized content aligned with viewer preferences. 

Subscription Prices and Promotional Offers 

On average, ad-free streaming plans in the USA cost USD 19.46, while ad-supported options average USD 16.81—representing a 14% saving for viewers willing to watch ads. 

The saving is lower compared to other regions. In EMEA, ad-free plans are on average 17% cheaper, at USD 16.66. 

Major platforms like Disney+, HBO Max, and Prime Video offer discounts during key events such as Black Friday and Prime Day, as well as targeted offers for students, young adults and people who receive public assistance. While 72% of platforms still provide free trials, limited-time price promotions are gaining ground (18%). Examples include: 

• Disney+ and Hulu bundle at USD 2.99 (Plan with ads, March 2025) 

• Early annual deals from HBO Max 

• Prime Day discounts on Prime Video channels 

• Frequent promotional pricing from MUBI every 3–4 months 

Strategic Partnerships and Bundled Services 

In the USA, 43% of platforms maintain commercial partnerships, most commonly (55%) with telecom operators. Cross-platform bundles also stand out—Prime Video integrates over 160 additional channels, and packages like AMC+ & Discovery+ are available for USD 13.99 per month.  

Individually, each ad-free subscription costs USD 9.99, so the bundle represents a 30% savings for users. These bundled offerings might help reducing churn. When multiple services are accessed through a single entry point, cancelling becomes less attractive, as users risk losing more than just one subscription. HBO Max leads in bundle adoption, followed by Paramount+, Starz, MGM+, Disney+, and AMC+.  

Churn Rates and Reasons for Cancellation 

Despite ongoing retention strategies, churn remains a challenge. In Q1 2025, churn rates increased across major platforms—including Prime Video, Netflix, and Disney+. The only exception was Hulu, which saw a 35% decrease in churn during the same period. Across all platforms, pricing is the most cited reason for cancelling. 47% of former Netflix subscribers, 45% of HBO Max, and 40% of Disney+ users said the service was too expensive. Other frequently mentioned reasons include: 

• Completion of a specific series or season 

• Limited variety in available content 

• Budget constraints 

• Lack of time for regular viewing

Viewer Behaviour by Age Group 

When analysing viewer habits by age, the number of active users decreases with age. Users aged 25–34 typically access an average of 6 platforms (including account sharing), while those over 55 subscribe to just 3. 

This pattern reinforces the value of streaming bundles that centralize content access, reducing the possibility of cancellation due to offer fatigue or service complexity. 

Retention Strategies and Content Offering 

To improve retention, platforms need to consider more than just pricing. For distributors and content producers, the strongest titles will be those that: 

• Maintain sustained interest over time 

• Are part of attractive bundle packages 

• Reflect the preferences of specific age groups 

Gaining new subscribers is no longer enough. The priority is long-term viewer engagement—delivering offers that align with audiences’ preferences, habits, and financial realities.