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Internet household spending on streaming subscription services has declined 25% to US$73 per month versus US$90 in 2021, according to new research from Parks Associates.

Parks Associates and Adeia’s latest white paper describes how vMVPD services are augmenting – and in some cases replacing – traditional pay TV services as the primary source of innovative advertising-based business models.

The average annualized subscriber churn rate for streaming video services stands at 47%. The top driver of service cancellations is the desire to save money, according to Parks Associates’ latest "Video Services: Shifting Demand" study.

In the United States, 46% of households have five or more services, and 22% have eight or more streaming services, according to Parks Associates’ latest research from the Video Service Consumer Insights Dashboard.

New research from Parks Associates shows that 51% of connected TV (CTV) device owners in the United States, roughly 44 million households, engage in commerce-related activities on their TV today.