Futuresource explores next phase of streaming as growth slows and revenue pressure intensifies

Futuresource Consulting has released the on-demand recording of its latest Consumer Technology and Entertainment Outlook webinar, examining how the global streaming market is entering a more mature phase defined by slowing subscriber growth, rising churn risk and increasing competition for value. 

Drawing on insights from Futuresource’s Screen Trends service and Living with Digital consumer research, the webinar highlights how the industry is shifting away from a growth at all costs model towards strategies focused on revenue optimisation, perceived value and platform control. 

The session shows that while global subscription video growth continues, momentum is slowing across all regions, as markets mature everywhere.  Future net subscriber additions are expected to come more from markets with lower average revenue per user, as well as from lower-revenue plans. This puts pressure on platforms to extract more value from existing subscribers. 

A key focus of the webinar is the rapid adoption of ad-supported subscription tiers. While these plans have lowered the entry point for consumers and expanded reach, advertising revenues have not yet fully offset the impact of downgrades from premium tiers. Continued price increases, including on ad supported plans, are now emerging as a major driver of churn. 

Beyond pricing, Futuresource analysts explore how bundling, aggregation and live content are being used to strengthen value perception. Across major markets, a growing share of subscriptions is now acquired through bundles with telecoms operators, pay TV providers, hardware partners and aggregators. These models can reduce acquisition costs and churn, even where they do not involve direct discounts. 

The webinar also examines the growing strategic importance of connected TV platforms. As the primary gateway to the living room, connected TV operating systems increasingly control discovery, data and monetisation. With more than 1.6 billion connected TV devices expected to be in use globally by 2026, Futuresource highlights how platform control is reshaping the balance of power between streamers, broadcasters and advertisers. 

“Streaming is no longer just about how many subscribers platforms can add,” said Anastasia Budash, Entertainment Market Analyst at Futuresource Consulting. “The focus is now firmly on how value is created and retained, whether through discounted ad-supported plans, bundling, exclusive content or platform partnerships.” 

Dave Watkins, Head of Consumer Electronics and Entertainment Research at Futuresource, added that connected TV is becoming a critical strategic battleground. “As connected TV platforms increasingly control discovery and monetisation, questions around ownership of the customer relationship are becoming central to long-term strategy.” 

The webinar concludes that sustaining growth in streaming will require a multi-lever approach, balancing pricing strategies, advertising revenues, content investment, and distribution partnerships while carefully managing churn and viewer relationships. 

The full webinar is now available to watch on demand here.