Among all generations, Gen Xers are the least likely to cancel their subscriptions (66% versus 72% of the total population), according to a June 2024 survey by LendingTree. A quarter of Gen Xers watch Disney+. At 25.5%, Gen Xers are in third place for Disney+ adoption among the generations.
In comparison, time spent with connected TV (CTV) and subscriptionover-the-top (sub OTT) is still growing. This year, daily social time among users will grow at less than half 2022鈥檚 rate. The days of explosive gains for social video are in the past.
Mobile-friendly, ad-driven content could be the sweet spot for capturing users鈥� attention without triggering subscription fatigue. Paying up: Consumers' sensitivity to subscription costs could also reshape the entertainment industry: Almost half (47%) of streaming customers think they pay too much, per Deloitte, and 41% believe the content available isn鈥檛 worth it.