U.S. Streaming Subscriptions Rose 10% in Q2 2025

Even as the broader media market cools, streaming platforms continue to heat up. In Q2 2025, U.S. streaming subscriptions climbed 10%, hitting 339 million, while the number of individual CTV users rose 8% year-over-year. Premium services like Netflix, Hulu, and Disney+ now hold 79% of all subscriptions — proof that demand for prestige platforms is still going strong. Specialty streamers are gaining traction too, with a 12% bump in users that signals a growing appetite for niche content. And while sports streamers saw a slight dip, momentum across the rest of the ecosystem continues to run full speed ahead.

But this story isn’t just about growth — it’s about retention too. Premium CTV platforms reported the lowest churn rate at just 4.1%. That kind of loyalty isn’t just nice-to-have — it suggests viewers remain loyal to platforms that consistently deliver high-value content. As the streaming market matures, CTV continues to cement itself as a high-impact channel for performance advertisers. So even as subscription fatigue reshapes consumer behavior, CTV stands out as the channel that will consistently deliver both reach and results.

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