Why Americans think streaming TV is only getting better

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Never mind “streaming fatigue”: We’re all still tuned in to online streaming platforms, according to new data from the Ipsos Consumer Tracker. 

For starters, the vast majority of Americans say they have at least one subscription. Just 11% of respondents in this round said they’re not subscribed to any platforms (including free and ad-supported platforms), compared with 17% at this time last year.

The most obvious reason is, well, the content — which most of us think is only getting better. Some may say the golden age of TV is in the rear-view mirror, but 49% of Americans strongly or somewhat agree that the quality of programming available to them has improved in the past year. (Only 18% disagreed). 

That Americans remain impressed with the quality and quantity of these services is no small feat at a time when many platforms and audiences are tightening their budgets, says Jamie Stenziano, a senior vice president and senior client officer at Ipsos.

“In the US, we’re seeing audiences becoming increasingly conscious of higher subscription price points in the streaming space — and more people say they feel prices have risen, up from 69% in 2023 to 74% in 2024.” 

But even as platforms raise subscription costs and crack down on shared accounts, most Americans have a few accounts on deck. A plurality (44%) say their household is subscribed to between 3 to 5 streaming services, while 12% are subscribed to somewhere between 6 to 9 platforms. 4% say they’ve signed up for 10 or more services.

Some people have no trouble remembering a dozen different account passwords. But is this balkanized streaming landscape getting in the way of the actual user experience — and “will all the new streaming services just lead us back to a bundled model like cable,” as What the Future’s Matt Carmichael asked back in 2021?     

The data suggests that most Americans are able to find what they’re looking for. “Only 14% of respondents disagreed that it’s easy to find the programming they’re looking for across the platforms they use, indicating that most viewers are getting to the titles they’re most interested in streaming,” Stenziano notes.                 

Still, more than one in four Americans admit some nostalgia for old school channel-surfing, with 31% agreeing that watching shows was easier when they only had cable. And it’s not just older Americans: 35% of those aged 18-34 agreed, compared with 33% of Americans 55+. 

Platforms would do well to keep an eye on that sentiment. But streaming platforms remain strongly positioned — a fact that depends not just on the buzzy mini-series and expensive reboots they roll out to win viewers over, but on the network effect they’ve created, says Holly Lyke-Ho-Gland, a director with Ipsos Online Communities.  

“The breadth and quality of available content continues to ensure that streaming remains the preferred form of media — but the social connection they facilitate is a powerful underlying force, whether through shared experiences, or relatable content.” 

More insights from this wave of the Ipsos Consumer Tracker:

Men are more confident in their ability to spot fake news or AI content

Strong generational differences emerge in our news consumption

The Ipsos Care-o-Meter: What does America know about vs. what does America care about?