By Kayla DeKraker
On average, households nationwide spend $69 per month on streaming, which is the same as last year, according to a recent study.
Ad-supported streaming is on the rise, though, and the Deloitte study noted that “more U.S. consumers than ever subscribe to ad-supported streaming services, which notched double-digit growth last year. Around two-thirds (68%) of U.S. streaming subscribers now pay for an ad tier, up from 54% in 2024 and 46% the year prior,” per Variety.
This number also signals cable television’s continued downfall. Deloitte noted that only 49% of consumers pay for cable, a downward trend from 63% just three years ago.
Deloitte explained that the high cost of cable contributes significantly to the trend.
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“Subscribers report spending an average of $125 per month on their cable or satellite TV subscriptions, which is significantly higher than the $69 on average subscribers report spending for four paid streaming services combined, according to our Digital Media Trends data,” the group said. “Subscribers also feel frustration with the number, and quality, of ads they’re required to watch at this higher price point.”
Currently, the average price for an ad-free streaming plan is around $16 per month, which offers viewers a lot of savings compared to pricey cable. Users can also subscribe to multiple platforms and still spend less money than they would on traditional.
Unlike cable, streaming usage only continues to grow, rising above 71% since 2021.
Last summer, Nielsen reported, “Streaming reached a historic milestone in May as its share of total television usage outpaced the combined share of broadcast and cable for the first time ever, according to Nielsen’s monthly report of The Gauge™.”
They added, “Streaming represented 44.8% of TV viewership in May 2025, its largest share of viewing to date, while broadcast (20.1%) and cable (24.1%) combined to represent 44.2% of TV.”
Economic pressures, however, could pose a threat to streaming as rising costs for essentials like housing and food put entertainment on the back-burner. One-third of consumers reported cutting back on streaming subscriptions due to financial concerns, while roughly 70% express frustration with ongoing price hikes.
But, Deloitte noted that self-identified “fans” are major players in streaming’s future, as they spend $71 per month on streaming compared to non-fans ($56 per month).
“As some consumers plan to spend less on streaming services, passionate fans have the potential to become even more valuable, investing time, money and energy across platforms,” said Doug Van Dyke, Deloitte’s vice chair and U.S. telecom, media and entertainment sector leader.
Traditional TV’s future still hangs in the balance, and as consumers get more picky about how they spend their money, it’s likely that streaming will continue to dominate.
Read Next: Broadcast, Cable Made Up Less Than Half Of All July TV Use
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