Despite some streaming providers raising prices and cracking down on password sharing, the streaming economy is alive and well, with new data from Forbes finding that people are spending over 20 hours per week watching streaming media. Though it seems these continued pressures do have streaming customers threatening cancellations on some platforms.

The data, from a Forbes Home and OnePoll online survey of 2,000 American streaming media users, found that 95% of Americans now pay for more than one streaming service, which is up from the 86% who reported the same in 2023. This reflects that the streaming economy is growing even as the market seems a bit flooded.

According to Forbes, this also reveals a preference for variety, as nearly half of the respondents manage three subscriptions simultaneously, which leads to an average streaming spend of $46 per month.

However, the spectrum of cost is broad, with some users even spending over $100 per month on streaming media services. Further, 44% of users say the cost of at least one of their services has increased in the past year, which is leading to 45% of users canceling subscriptions due to rising costs.

However, many consumers simply aren’t tracking their digital streaming spend, as 25% say they only revisit their streaming subscription budgets within the past year, suggesting that streaming services can be a set-and-forget element of digital lives.

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Consumers are also reporting feeling burned by price increases and crackdowns on password sharing, as 90% of respondents say they would consider a cancellation of their streaming subscriptions under such circumstances.

Disney+, which is beginning to restrict password sharing like Netflix did last year, sits at the top of the list for potential cancellations, with 43.6% of respondents ready to cut ties if faced with higher costs or tighter access controls, according to Forbes’ research.

After Disney+, the next likely candidates for cancellation are Hulu, Netflix, ESPN+, Amazon Prime Video, HBO Max and Apple TV+.

“This sentiment extends across the board, affecting not only the giants of the industry but also smaller platforms like AMC+, Starz, and Paramount+, indicating a broad-based expectation among consumers for reasonable pricing and flexible sharing arrangements,” the report states.

The report also found that streamers are making their decisions based on convenience, with 44% saying they subscribe to a service only to watch one show.

“The driving force behind subscription decisions—exclusive content—underscores the power of compelling programming,” the report concludes. “Moving forward, streaming services must navigate these consumer insights with innovation, ensuring they meet evolving preferences with a mix of quality content, affordability, and user-friendly experiences.”

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