A Competition for Consumer Attention: Are Social Platforms Overtaking Traditional Studios in Entertainment and Advertising?

New York, March 25, 2025

Key takeaways

• Consumers are increasingly dissatisfied with the value of paid streaming services. Even though 53% of consumers surveyed say that streaming video on demand (SVOD) services are the paid media and entertainment services they use most frequently, almost half (47%) say they pay too much for the streaming services they use, and 41% believe the content available on these services isn’t worth the price (up 5 percentage points from 2024). A price hike of $5 would be likely to make the majority (60%) of consumers cancel their favorite service.
• Value-driven entertainment is surging, especially with younger generations. More than two-thirds of Gen Zs and millennials now subscribe to free ad-supported TV (FAST) services. Meanwhile, more than half of SVOD subscribers (54%) say that at least one of the services they pay for is ad-supported, an increase of eight percentage points since 2024.
• Content on social platforms holds greater relevance for Gen Zs and millennials. 56% of Gen Zs and 43% of millennials surveyed find social media content more relevant than traditional TV shows and movies, and roughly half feel a stronger personal connection to social media creators than to TV personalities or actors.
• Social platforms have the power to sway purchasing decisions. Gen Zs (63%) and millennials (49%) say ads or product reviews on social media are most influential to their purchasing decisions. This contrasts with the influence of streaming video ads, which influence only 28% of Gen Zs and 25% of millennials.

Why this matters

According to Deloitte’s 19th annual “Digital Media Trends” survey, the media and entertainment (M&E) industry is at a crossroads. Gen Zs and millennials are increasingly turning to social platforms for entertainment, drawn by data-driven personalized recommendations and a myriad of free, ad-supported content. Meanwhile, the percentage of paid TV (like cable or satellite) or live-streaming TV subscriptions in the home remains relatively flat. This shift presents a challenge to traditional studios and streaming services, asking them to rethink their strategies to deliver both compelling content and value in a rapidly evolving landscape.

In addition, Deloitte’s new Digital Media Monitor launched today alongside the report. Updated regularly, it’s meant to provide a longitudinal view of US consumers’ engagement and spending on M&E products, services, and subscriptions to further explore this dynamic on an ongoing basis.

Consumers weigh rising costs and value-priced alternatives

With subscription prices rising on average to $16 per month for ad-free SVOD services, consumers appear to be feeling a pinch, and younger generations surveyed are especially prone to canceling services or choosing less expensive, or even free, ad-supported alternatives. While streaming services initially disrupted the cable model, they are now facing similar pressures as prices climb and perceived value diminishes, particularly among younger viewers.

• Media and entertainment costs are rising. Cable or satellite TV subscribers surveyed report spending $125 per month on average for that service, while the average SVOD subscriber has four paid streaming services totaling $69 per month—a 13% year-over-year increase overall and a 20% increase among Gen Z and millennial consumers.
• Premium streaming services may struggle to find an ideal price point with little flexibility to raise prices without further alienating customers. On average, consumers consider $14 per month to be “just the right price” for their favorite ad-free streaming services, while the current market average is $16. Prices above $25 per month are seen as too high. For a favorite ad-supported service, the ideal price for respondents is around $10, with $9 being the current market average, and anything above $19 is considered too expensive.
• Despite streaming providers’ efforts to minimize churn, 39% of consumers have canceled at least one paid SVOD service in the last six months, a rate that has remained relatively stable in recent years. This figure jumps to over 50% for Gen Zs and millennials surveyed. Additionally, the phenomenon of “churn and return”—where consumers cancel and then renew the same subscription within the last six months—also remains consistent, with 24% of all consumers doing so in the past six months. This number rises to 40% for Gen Z and 35% for millennial respondents.
• Financial concerns may be playing a role as ad-supported tiers continue to gain traction. 54% of SVOD subscribers surveyed have at least one ad-supported tier of a paid service, up from 46% last year. This rises to 58% among both Gen Xs and Boomers.

Key quote

Personalized content drives Gen Zs and millennials to social platforms

Powered by AI, social media platforms now deliver highly personalized content and ads tailored to individual interests. Traditional and streaming media may face challenges in replicating this experience and should look to more effectively leverage data to align with users' preferences to make their content more relevant and impactful.

• Gen Zs surveyed spend 54% more time—or about 50 minutes more per day—than the average consumer on social platforms or watching user-generated content, and 26% less time—or about 44 minutes less per day—than the average consumer watching TV and movies.
• Younger generations (56% of Gen Zs and 43% of millennials) find social media content to be more relevant than traditional content like TV shows and movies.
• While 43% of younger viewers (Gen Zs and millennials) surveyed say they are willing to pay more for streaming video subscriptions with live sports, they also seek alternative ways to access this content. A third of Gen Zs don’t subscribe to these services to access live sports because they instead watch sports clips and highlights on social media.

Creators in control: Driving engagement and shaping viewing habits

Social media creators continue to be powerful influencers, forging authentic connections with their audiences and shaping purchasing decisions.

• Around half of Gen Zs (52%) and millennials (45%) surveyed feel a stronger personal connection to social media creators than TV personalities or actors.
• While 29% of consumers overall (and 49% of Gen Zs and 40% of millennials) would be more willing to watch TV shows or movies starring their favorite online creators, a significant concern about authenticity exists. Another 30% of consumers believe creators lose their authenticity when featured on traditional TV.
• Creators provide powerful word of mouth: 56% of younger generations surveyed watch TV shows or movies on SVOD after hearing about them from creators online, and 53% say they get better recommendations on what to watch from social media.

Key quote

The 19^th edition of Deloitte’s “Digital Media Trends” report is based on a survey of 3,595 consumers, age 14 and older, fielded by an independent research firm in October 2024.

For additional details, please visit Deloitte’s Digital Media Monitor, which provides a further resource to better understand consumers' shifting M&E interests, attitudes, and identities.

Connect with us on LinkedIn: China Widener, Doug Van Dyke; #digitalmedia, #tmttrends.