Key Points
- A new Tubi survey found streaming audiences are becoming more intentional, prioritizing value, flexibility and purposeful viewing.
- Many consumers are cutting costs, with nearly three-quarters saying they would cancel subscriptions if prices increase.
- Free ad-supported streaming is gaining traction, with most viewers willing to watch ads in exchange for no subscription fees.
Streamers are becoming more intentional in their viewing habits, and are demanding more value and flexibility from the services they use, according to a new consumer survey released by Fox Corporation’s free, ad-supported streaming TV (FAST) service Tubi on Tuesday.
The report, “The Stream 2026: When Intention Becomes Attention,” is based on a survey of roughly 2,500 U.S. adults conducted by The Harris Poll in December. It finds that while the U.S. streaming market continues to grow, audience expectations are shifting toward value, flexibility and more purposeful consumption.
The U.S. streaming video market is projected to expand from $84.7 billion in 2024 to $112.7 billion by 2029, reflecting a compound annual growth of nearly 6 percent, Tubi said, citing materials from PricewaterhouseCoopers. But the report suggests that growth will be driven less by subscription expansion and more by engagement and advertising-supported models — which shouldn’t come as a surprise, since Tubi’s model is entirely reliant on free access to ad-supported movies and TV shows.
Viewers are increasingly choosing what to watch with intention, rather than browsing passively. Around 90 percent of respondents said they are most engaged while watching TV shows or movies, compared with 79 percent for social media. Streaming sessions are also becoming longer, with many viewers reporting one- to three-hour viewing periods or more, Tubi noted.
That engagement is closely tied to device usage. More than half of respondents said they primarily stream on a television or other large screen, signaling a shift back toward lean-back viewing experiences that resemble traditional television.
Streaming is also evolving into a more social activity: Around 75 percent of respondents said watching streaming content together is a form of quality time, while 52 percent said they watch with people outside their household, a notable year-over-year increase. Content preferences are influencing personal relationships as well, with 61 percent saying they are more likely to date someone who shares similar tastes in movies and TV shows. At the same time, two-thirds of respondents said they would only share streaming account credentials with a romantic partner in a serious relationship.
While engagement is rising, consumer spending patterns are becoming more constrained. Nearly 74 percent of respondents said they would cancel a subscription if prices increase, and 67 percent reported skipping content because it required an additional paid service. As a result, many viewers are reassessing the number of subscriptions they maintain.
Free, ad-supported streaming services are benefiting from that shift. Around 82 percent of respondents said switching to free platforms can help offset rising costs, and 76 percent said they would prefer watching content on a free service with ads rather than paying for a subscription that still includes advertising.
The report also found growing acceptance of advertising, particularly among younger viewers. Gen Z respondents showed the highest tolerance for ads, especially when they are relevant and improve the viewing experience. Overall, 68 percent of respondents said they do not mind ads during streaming if they enhance the experience, up significantly from the prior year.
Beyond economics, the report highlights the role of streaming in shaping identity and community. Around 68 percent of respondents said they feel “seen” when a service helps them discover content aligned with their interests, and 73 percent said streaming platforms make it easier to explore new genres while staying connected to familiar ones.
Movies and TV shows remain the primary drivers of fandom, cited by 44 percent and 38 percent of respondents, respectively, followed by music and sports.
“Tubi has built a deeply engaged audience by putting fandom at the center of a premium streaming experience that is completely free,ˮ said Cynthia Clevenger, the Senior Vice President of Business-to-Business Marketing at Tubi. “This yearʼs insights show viewers are loyal to platforms that champion their passions, they continue to turn to nostalgia for quality storytelling and are embracing original creator-led IP. Free streaming is taking mind share and creating a powerful opportunity by turning passion into performance as audiences actively participate in culturally resonant on-demand experiences.ˮ
The full report from Tubi is available to view by clicking or tapping here. Tubi will offer more insights into its report during its 2026 IAB NewFronts presentation on Tuesday, March 24 at 2 p.m. Eastern Time.
