The streaming landscape has transformed dramatically in recent years. What once was a cost-effective alternative to cable has become a fragmented ecosystem of platforms, each with exclusive content and rising prices. A survey conducted by Tom's Guide among 682 readers has captured this evolution, revealing surprising data on average spending and consumption habits.
Over $60 per month for seven or more subscriptions
According to the survey, nearly 30% of respondents subscribe to seven or more streaming services. Another 39% pay for between four and six. Combined, more than two-thirds of participants maintain at least four subscriptions simultaneously. The monthly bill climbs accordingly: over 35% spend more than $60 per month, while another 29% spend between $36 and $60. Gone are the days when Netflix and Hulu alone sufficed.
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Content fragmentation is the main driver. Every major studio now runs its own platform: Netflix produces hits like Bridgerton, HBO Max offers The Last of Us, Hulu serves The Bear, Apple TV+ features Severance. Canceling one subscription risks missing the show everyone will talk about the next day. As a result, the total cost of streaming increasingly resembles that of traditional cable.
Netflix remains the most indispensable service, but Prime Video leads in reach
Despite fierce competition, Netflix holds a key advantage: 38.9% of respondents name it as the service they would never cancel. Prime Video ranks second at 28.7%, while no other platform (Paramount+, HBO Max, Apple TV+, Disney+, Hulu, Peacock) reaches double digits. However, in terms of penetration, Prime Video tops the list with 83% of subscribers, followed by Netflix at 76%. This is because millions get Prime Video automatically with an Amazon membership, making it almost an incidental purchase. Netflix, by contrast, is a deliberate and loyal choice. For context, Netflix, founded in 1997, has become a global reference according to Wikipedia.
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Free streaming services win over half of users
A notable finding is the rising popularity of free ad-supported platforms. Over half of respondents use YouTube for free content, while nearly 49% use Tubi. The Roku Channel and Pluto TV are used by 32% and 31% respectively. These FAST (free ad-supported streaming TV) services offer thousands of movies, classic TV shows, and live channels, providing a valuable alternative for cost-conscious viewers. Advertising, once stigmatized, is now accepted as a trade-off for free access. This acceptance mirrors recent controversies around LG monitors pushing adware pop-ups as reported by MeteoraWeb.
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The future of streaming is more intentional
The survey paints a picture of consumers who still love streaming but are becoming much more selective. Habits are evolving: users carefully evaluate exclusive content, compare costs, and supplement with free services to fill gaps. As prices rise and content fragments, this balancing act may become the new normal. Looking ahead, while Europe debates the role of AI in streaming as discussed on MeteoraWeb, users continue to seek the best value for their money.
