Price sensitivity is reshaping the streaming landscape as viewers hit their limit on monthly spending. According to the 20th edition of Deloitte’s Digital Media Trends report, nearly two-thirds of consumers—68%—now use at least one ad-supported subscription video-on-demand (SVOD) service. This marks a massive climb from just 46% in 2024, signaling that the era of ad-free dominance is fading in favor of budget-friendly options.

The shift is fueled by growing "subscription fatigue" and a clear rejection of recent industry trends. The study notes that 73% of respondents expressed discontent with frequent price hikes across the industry. This frustration is backed by a firm ultimatum: 61% of viewers told researchers they would cancel their favorite streaming service if the monthly fee increased by as little as $5.

Major platforms including Netflix, Disney+, and Warner Bros. Discovery’s Max have increasingly relied on these ad-supported tiers to maintain subscriber growth in a maturing market. Deloitte’s findings suggest that as costs continue to rise, these lower-priced, commercial-heavy tiers are becoming the primary driver of engagement, effectively turning streaming back into a modern version of traditional cable television.