CTV Report
Young Adult Viewers Average 4.2 Streaming Subscriptions
by Frankie Karrer2 min read
Abstract
- Streamers aged 18–34 are 58% more prone to drop and later return to platforms within a year — significantly higher than the global average churn rate of 40%.
- Young adult viewers maintain an average of 4.2 streaming subscriptions, outpacing the broader market average of 3.3 platforms.
- Connected TV lags behind social platforms in daily use among this audience, with just 52% engaging with CTV compared to 85% regularly using social media.
Young adults aged 18-34 are among the most active (and unpredictable) streaming audiences. According to new research from Ampere Analysis, this demographic of streaming viewers averages 4.2 streaming subscriptions — nearly a full service more than the overall average of 3.3. But they’re also quicker to churn, with a 58% higher likelihood of canceling and rejoining services within a year compared to the global average of 40%. These young viewers know what they want from their streaming subscriptions, and if a platform isn’t delivering, they’ll bounce.
While social media continues to dominate their attention (used by 85% of young adults versus the 52% for Connected TV) CTV still holds a vital place in their content ecosystem. These viewers aren’t turning away from long-form content — they’re just demanding more from it: more relevant ads, easier access, and better value. Luckily for streaming advertisers, that’s where this channel shines. With flexible pricing models, performance-driven platforms, and personalized audience targeting, Connected TV is built to meet young viewers where they are.
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