56 million (46%) US Internet households are cord cutters, and 12% are cord nevers – Parks Associates56 million (46%) US Internet households are cord cutters, and 12% are cord nevers – Parks Associates

Video Services Dashboard highlights competition and shifts to ad-based tiers, as 59% of subscriptions across the eight leading SVOD services are basic tier subscriptions with ads. #pressrelease

February 4, 2025

1 Min Read

Parks Associates' latest research from its Video Services Consumer Insights Dashboard reports 56 million (46%) US internet households are Cord Cutters, which illustrates the dominance of streaming video services. Additionally, 12% of US internet households are Cord Nevers, who have never subscribed to any sort of traditional pay TV.

The Dashboard research service tracks adoption trends and shifts in the video services market, including households who are disconnecting in favor of free-to-air broadcasts or online video services.

Service providers are adapting by offering competitive pricing, bundling options, and hybrid monetization strategies. The rise of ad-supported video-on-demand (AVOD) and free ad-supported streaming TV (FAST) services shows the demand for lower-cost alternatives, and subscription-based platforms continue to experiment with tiered pricing and content exclusivity to retain customers.

For leading streaming services, many consumers prefer the basic tier with ads over the more expensive premium tier with no ads. Parks Associates' research shows, as of Q3 2024, 59% of subscriptions across the eight leading SVOD services are basic tier with ads subscriptions:

  • MAX (formerly HBO)

  • Netflix

  • Disney+

  • Discovery+

  • Paramount+

  • Prime Video

  • Hulu

  • Peacock

To achieve profitability and strike a balance for consumers, many of the most popular services now operate under a hybrid model, offering both ad-free and ad-supported plans to viewers. Ad-based tiers are cheaper for consumers and more profitable for businesses, making them a win-win for both parties.

Read the full press release here.

Parks Associates

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