Young viewers drive volatility in the streaming market

Streaming platforms are facing rising volatility among younger viewers, as new research from Ampere Analysis underscores a shift in media behavior and loyalty among audiences aged 18 to 34. This group, although more likely to hold multiple streaming subscriptions, also shows the highest tendency to cancel services, a phenomenon commonly referred to as churn. According to the data, younger adults currently maintain an average of 4.2 subscriptions, well above the all-demographic average of 3.3. However, 58% of them report cycling in and out of subscriptions based on whether a platform has something new and appealing to offer—a figure that sharply exceeds the global average of 40%.

Beyond subscription fatigue, price remains a concern for many in this segment, but it is not the only driver. Among those aged 18 to 34 who are considering canceling a subscription, only 36% cite cost as a factor. More often, dissatisfaction stems from frustrations with content discoverability, lack of relevant offerings, and the complexity of managing multiple platforms. These users increasingly demand frictionless experiences and crave greater personalization and variety, leading to a preference for platforms that can serve both entertainment and functional needs.

Despite their readiness to drop services, younger viewers are also more inclined to pay for individual pieces of content, with a 29% higher likelihood of renting and a 15% higher likelihood of purchasing titles than older demographics. This suggests that while they are selective with subscriptions, they remain highly engaged consumers, willing to spend for the right content at the right time.

Isabelle Charnley, consumer analyst at Ampere Analysis, notes that “while viewers subscribe to more SVoD services than ever, loyalty is increasingly reserved for a select few.” She adds that many young adults are turning to social platforms not just for entertainment, but as a solution to content overload, seeking quicker, easier-to-consume media options that don’t require time-consuming browsing or decision-making.

This behavioral trend aligns with wider findings showing that Generation Z and millennials now spend significantly more time on social media than on traditional television or streaming platforms—by some estimates, about 50 minutes more per day. Meanwhile, their TV and streaming time has dropped by around 43 minutes, suggesting a fundamental shift in where young consumers are directing their attention.

These insights point to an urgent need for streaming services to rethink their retention strategies. Competing solely on volume of content is no longer sufficient. Platforms must focus on curated experiences, discoverability tools, and perhaps new hybrid monetization models that reflect the fluid engagement patterns of younger audiences. In a saturated market, loyalty is fleeting—but relevance and adaptability may still hold the key to long-term success.