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In EMEA, the leaderboard welcomed new entrants and saw German-language content gain momentum, alongside steady dominance of drama and growth in reality formats.

Hub Entertainment Research’s 2025 “Monetizing Video” study finds the average U.S. household spends $83 a month on TV services, with 42% of bundle subscribers more likely to stay, while low price, binge access, and live sports remain key value drivers.

Netflix pioneered the binge-viewing model, but other major streamers are taking a more balanced approach between these full-season drops and more gradual release styles.

Starting in early 2026, U.S. subscribers will access Hulu content exclusively within Disney+, while the company stops reporting individual subscriber counts for Disney+, Hulu, and ESPN+ amid a 7% year-over-year rise in direct-to-consumer revenue.

Over 30% of subscriptions are now purchased via third parties and 77% of subscription leaders are prioritizing indirect acquisition this year to combat rising direct costs.