89% of U.S. Households Pay for at Least One Streaming Service

Subscription fatigue is changing the streaming landscape — fast. Parks Associates found that while 89% of U.S. households still pay for at least one streaming service, nearly half (45%) are tuning into free ad-supported streaming TV (FAST), up from 42% just a year ago. Consumers are mixing and matching by downgrading to ad-supported tiers, rotating subscriptions, and cutting excess. Globally, 35% of paying streamers say they plan to cancel at least one service this year, and 42% believe they’re already spending too much. And among those ad-supported users, 59% are on basic tiers with ads, showing a clear shift toward cost-conscious viewing.

This evolution is creating fresh opportunities for advertisers. As FAST becomes a mainstream option, with viewership expected to grow from 116.8 million in 2025 to 129.6 million by 2029, these platforms are now reaching wider audiences that were previously locked behind subscription paywalls. For brands, that means more premium inventory and stronger targeting potential. But relevance matters: ads that feel disruptive or miss the mark risk turning viewers away. That’s where Connected TV (CTV) comes in — combining precise audience targeting with real-time performance tracking to help marketers reach the right viewers and drive results.

Connected TV in the News

NBA Makes a Big Play To Help Viewers Stream Games More Easily 
Adweek
The NBA is tipping off its new season with fresh media deals, and the league has a game plan to help fans find their favorite teams.

North Americans Subscribe to an Average of 7 Streaming Services
MNTN Research
Bundles are driving a subscription rebound — repackaging multiple streaming services into something that feels convenient and worth the price tag.

Netflix Boasts Its Best Ad Sales Quarter Ever (Again)
AdExchanger
Co-CEO Greg Peters recently shared that Netflix had its “best ad sales quarter ever” in Q3, more than doubling its upfront commitments for this year.