The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription.
Our take: Streaming’s future depends on reaching the next generation, but current models—especially ad-supported tiers—aren’t meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.
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| Jun 30, 2025
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| Sep 20, 2023
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| May 30, 2025
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US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players—Netflix, Disney+, Hulu, YouTube, and Paramount+—but over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.
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| Sep 17, 2024
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| Jun 18, 2025
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| Mar 19, 2025
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| Mar 7, 2025
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| Feb 14, 2025
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The MLB might prefer platforms with a higher subscription base and more revenue—perhaps the likes of Netflix, Hulu, and Disney+, which generate the most OTT subscription revenues. Apple is already spending $2.5 billion on MLS rights over a 10-year period, so adding another deal—that would likely be above $500 million—might be too much for Apple to justify.
Article
| Feb 24, 2025
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| Apr 17, 2025
Source: LG Ad Solutions
Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that’s after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close.
Article
| Feb 29, 2024
Over 260 million people in the US—more than 77% of the population—will watch over-the-top (OTT) video this year, according to a March Ä¢¹½AV forecast. Of these, nearly all will be watching YouTube.
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| Jun 19, 2025
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| Oct 25, 2024
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