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1、The next generation of growth US Streaming Study 20252Simon-Kucher|The US Streaming Study 2025 Key themes:Bundling and ad-supported tiers have proven to be successful;as US subscriber growth plateaus,providers must unlock new ways to monetize usersGrowth will come from retention and upsell,not just

2、acquisitionBundles and ad-supported tiers are now table stakesSubscribers want flexibility lock-ins affect willingness to pay Gaming is a niche but potentially lucrative add-on Younger viewers want short-form content and social features1123453Simon-Kucher|The US Streaming Study 2025 Key themes 2025:

3、Deep Dive(1/5)Bundles and ad-supported tiers are now table stakesSubscribers want flexibility lock-ins affect willingness to pay Gaming is a niche but potentially lucrative add-on Younger viewers want short-form content and social features12345Growth will come from retention and upsell,not just acqu

4、isition1USA+0.2 ppUK+0.2 ppGermany+0.1 ppIndian/a1Japan+0.3 pp4Notes:1)Not tested in Streaming Study 2024,values roundedQuestion:Which of the below subscriptions do you have access to and/or personally pay for?Source:Simon-Kucher Global Streaming Study 20253.82.62.84.42.4Average number of subscripti

5、ons per household in 2025Comparison with 2024Global 24(2.8)Households in the US have 3.8 subscriptions on average,roughly in line with 2024 indicating subscriber growth has stabilized Simon-Kucher|The US Streaming Study 2025 US subscriber growth has plateaued5Notes:1)Not tested in Streaming Study 20

6、24Question:Thinking about your overall monthly spend on all your streaming subscriptions,potentially across multiple providers:What total amount paid per month would you consider to be Expensive,so that you would have to think about the cost?Source:Simon-Kucher Global Streaming Study 202512%11%30%29