Tubi, Fox Corporation’s ad-supported streaming service, released findings from 'The Stream 2025: Audience Insights Shaping Streaming.' In this year’s report Tubi, who partnered with The Harris Poll to conduct research, provides a deep dive into the changing streaming behaviors of consumers, especially Gen Z, and how marketers can reach these audiences amid the shifting entertainment landscape.
“Tubi has built a deeply engaged audience by providing a trusted, premium streaming experience where viewers can freely discover content that speaks to them—without barriers or subscription fees,” said Cynthia Clevenger, Senior Vice President of B2B Marketing at Tubi. “Today’s viewers are more selective than ever, carefully choosing where to invest their time and attention. As consumer behaviors continue to evolve, these insights offer marketers a valuable opportunity to connect with key audiences—like Gen Z—in an environment where they find real value through diverse content, seamless ad integration, and a viewing experience that mirrors paid services without the cost.”
One of the clearest takeaways from the analysis is that viewers are willing to accept ads—but only under the right conditions. While 81% of consumers see ad-supported streaming as a fair trade-off for free content, 79% expect a completely ad-free experience when they’re paying for a service. This divide highlights the challenge for streaming platforms experimenting with hybrid pricing models, as consumers remain firm in their demand for transparency and value.
Beyond pricing, streaming has become a dominant form of escapism. A significant 80% of viewers say they’d rather watch a TV show or movie than scroll on social media, and 59% turn to streaming when they need a mental break. Music follows as the second-most popular form of relaxation (50%), while only 38% of respondents rely on social media for downtime. These trends suggest that streaming services hold a powerful position in shaping modern entertainment habits.
However, the rising cost of streaming is pushing many consumers to reevaluate their subscriptions. On average, Americans now spend $129 per month on a combination of streaming and paid TV services, a 7.5% increase from the previous year. More than half (56%) carefully monitor their streaming expenses, with Gen Z proving to be the most budget-conscious: 76% say they have canceled or would cancel a subscription due to a price hike. These findings indicate that as streaming services continue to raise prices, they risk losing cost-sensitive audiences who prioritize affordability over platform loyalty.
When it comes to content preferences, viewers are showing increasing enthusiasm for independent productions over remakes. The study found that 70% of streaming audiences want more indie films and series, a 4% increase year over year. Gen Z, in particular, is leading this trend—73% prefer watching original content over franchises or remakes, and 72% wish they had more influence over the types of content being produced for streaming. This shift signals a potential challenge for studios that continue to rely on reboots and sequels to drive engagement.
Interestingly, workplace streaming is on the rise, with younger generations embracing multitasking—at least in theory. Half of Gen Z admitted to streaming content while working from home, and nearly 48% acknowledged lying to their bosses about it. As remote work remains a norm for many, it’s clear that entertainment consumption has found its way into work hours, raising questions about productivity and workplace policies in an increasingly digital-first environment.
Nostalgia-driven streaming is another major trend reshaping viewing habits. Two-thirds (66%) of respondents say they enjoy discovering content that was originally released over a decade ago, and 87% of Gen Z agree that streaming services should surface older titles alongside new releases. This preference for "new-stalgia" suggests that classic shows and films remain highly valuable assets for platforms looking to retain and engage audiences.
On the advertising front, Gen Z’s engagement with streaming ads depends heavily on relevance. While 81% of Gen Z viewers say they would consider taking action after seeing an interesting ad, 73% feel that the ads they currently encounter on streaming platforms do not align with their personal interests. This discrepancy highlights an opportunity for advertisers to refine their targeting strategies to improve ad effectiveness.
Overall, Americans remain committed to streaming, with 57% watching TV and movies for 1-3 hours per session and 38% streaming for over three hours. On average, viewers juggle nearly seven streaming services, including 3.9 paid platforms and 2.6 free services. As the competition among streaming providers intensifies, understanding consumer behaviors, pricing sensitivities, and content preferences will be key to securing long-term loyalty.
The findings underscore the need for streaming platforms to balance cost, content, and convenience. As audiences demand more control over their viewing experiences, the industry must adapt—offering a mix of original content, smarter ad strategies, and flexible pricing models that cater to an increasingly discerning audience.
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