The holiday season can offer some extra time off for Americans to kick back and watch video-streaming content. This likely uptick in streaming service usage over the next two weeks provides the perfect opportunity to examine the latest video-on-demand streaming insights and explore how holiday binge-watching fits in. Here’s what new CivicScience data has to say:
Consumers Increasingly Have 4+ Video-On-Demand Streaming Subscriptions, Here’s Why:
New CivicScience data show the percentage of U.S. adults with 4+ subscriptions has risen 10 points from 21% in 2021 to 31% today, with a three-point rise over last year alone. Twenty-six percent have two subscriptions, 24% have three, and the number with just one has held steady at 19% over the past year.
What’s driving multi-subscription holding? CivicScience data show the top reason for having 3+ subscriptions is that their desired content is spread across multiple different platforms. Over two in five say they simply enjoy watching a lot of streaming content, while cord-cutting is also a key driver. However, not all subscriptions are long-term – 18% are only keeping a subscription until they finish the current show or movie they’re watching.
Speaking of cord-cutting, additional CivicScience data find the percentage who have cut the cord on cable/satellite has risen dramatically over the past four years – 60% say they have cut their cable/satellite TV subscriptions and moved to streaming-only services, up from 34% in 2020.
Let Us Know: Have you expanded or reduced your streaming subscription library this year?
Holiday Binge-Watching Likely to Reach New Heights
Holiday time off is likely to allow for extra usage of those multiple subscriptions for binge-watching. Holiday binge-watching has been on the CivicScience radar for years, and the latest data suggest a rebound of the trend is underway – 60% of U.S. adults say they’re at least ‘somewhat’ likely to binge-watch this year, a seven-point jump from 2023 and the highest level since tracking began in 2021 (excluding ‘I’m not sure’).
Much like previous years, Gen Z aged 18-24, women, and Democrats are the primary holiday binge watchers. That said, Republicans are five points more likely to partake in the practice this year than they were last year (51% to 46%).
Coping with Holiday and Election-Related Stress Likely Factor In
Although feelings of holiday-related stress appear to have declined this year, it rose notably among a key holiday-binging demographic – Gen Z. Additionally, 67% of those who report they are ‘more’ stressed during the holiday season say they are at least ‘somewhat’ likely to binge watch this year, an increase of 14 points from 2023.
A tense and polarizing election that will see a dramatic shift in federal policies also plays a role – 61% of those who say their stress levels have ‘increased’ since the 2024 election are likely to binge-watch during the holidays, outpacing those whose stress levels have ‘decreased’ since the election by nine points (52%).
The Shifting Taste of Holiday Binge Watchers
Diving into the favorite genres of this year’s crop of likely binge watchers reveals that while the ranking of genres remains unchanged over last year, certain categories gained over others. For instance, binge-watchers have grown notably more interested in watching action/adventure (+8pp), science fiction/fantasy (+7pp), and mystery/suspense/crime (+6pp). Conversely, they became slightly less likely to watch lifestyle content.
Take Our Poll: How likely is it that you will binge-watch streaming content this holiday season?
The rebound in holiday binge-watching highlights how streaming platforms have become an essential outlet for stress relief and entertainment, particularly as consumers navigate holiday and election-related pressures. With evolving genre preferences and growing demand for multiple subscriptions, streaming services that cater to these trends are well-positioned to capture heightened viewership during the holidays and the year ahead.
