Deloitte’s 2025 Digital Media Trends report reveals a growing disconnect between consumer expectations and the value proposition of traditional streaming platforms. Amid rising prices and content fatigue, younger audiences are increasingly turning to social media for entertainment, signaling a major shift in media consumption habits.
Short-form video is now the dominant format among Gen Z, with 60% saying they prefer it over TV shows and movies. Millennials follow closely at 52%. This shift reflects not just a change in viewing habits, but a deeper redefinition of what consumers consider entertaining and worth their time.
The report also highlights a growing price sensitivity. Nearly half (47%) of U.S. consumers believe they’re paying too much for streaming services, and 41% feel the content doesn’t justify the cost. A $5 increase would prompt 60% to cancel their favorite service—data that underscores the fragility of subscription loyalty.
While the average consumer maintains four SVOD subscriptions, many are scaling back: 40% canceled at least one service in the last six months. Ad-supported models are gaining momentum as a result, with 54% of users now subscribed to at least one ad-supported tier, up eight points from last year. Among Gen Z and millennials, that figure exceeds 60%.
Social media is also redefining influence. Around 50% of Gen Z and millennials say they feel a stronger connection to social media creators than to actors or TV personalities. This shift in loyalty is accelerating discovery and driving engagement away from traditional content formats.
Consumers now spend an average of six hours per day on entertainment, and among Gen Z, a large share of that time is spent on social media and gaming rather than streaming. The attention economy is tightening, and content providers must compete not just on quality, but on immediacy, relevance, and perceived value.
Deloitte’s findings serve as a wake-up call for streaming platforms and media companies: to stay competitive, they must address pricing concerns, evolve content formats, and adapt to new consumption dynamics shaped by social-first behavior and creator-driven ecosystems.
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