What’s happening:

When streaming entered the entertainment landscape in the late 2000s, it promised a simpler, more affordable alternative to cable. Today, though, the reality looks a little more complicated. With multiple subscriptions to manage, rising costs, and new bundle offers, many feel the landscape is drifting back toward the system it set out to replace. Bundling, in particular, has become a double-edged sword: on one hand, it simplifies access and can save money across multiple platforms, but on the other, it can feel reminiscent of cable’s “all-in-one” model, which many felt limited choice and drove up bills. Yet even with these frustrations, streaming still holds on to its edge in value and flexibility, creating a tension between convenience and control that is shaping how people think about the future of streaming.

What we found:

  • People have an average of 3 active subscriptions to different streaming services.
  • 53% agree that they often feel overwhelmed by the number of streaming services and apps.
  • 51% agree that the current streaming landscape is becoming too similar to traditional cable packages, a sentiment that is ever higher among Millennials at 64%.
  • However, 64% still view streaming as a better value compared to traditional cable or satellite TV.
  • Bundling services still has its appeal: 40% would find the option of bundling very appealing for the convenience aspect, while 31% find it somewhat appealing and would only utilize a bundle if it saved them money.

Why it matters:

Consumers are in a conflicted place with streaming. Many feel overwhelmed by the number of services and skeptical of bundles that look too much like cable, yet they also see the appeal of having everything in one place if it saves time or money. Streaming still remains the better value in their eyes, but people are weighing that value against concerns about complexity and control. For brands, this highlights a consumer who is both highly engaged and increasingly discerning, one who expects simplicity, clarity, and a sense of control in how they experience content and make choices.

(N=956, MoE ±3.17%, 95% CI,

Data Collected: September 5-8 2025)

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