Which key shifts are impacting streaming subscriptions in 2025?
We’re seeing a major inflexion point in the streaming market. After years of prioritising top-line growth and subscriber volume, providers are laser-focused on profitability and long-term retention. Audiences are making smarter, value-based decisions about what stays and what goes in their monthly subscription mix. Flexibility, personalisation and transparency are emerging as non-negotiables. The focus now is on designing subscription models that are adaptable to user preferences and deliver value that consumers can’t get anywhere else. Increasingly, this relies on intelligent data algorithms and agile monetisation that delivers the kind of personalisation and responsiveness that today’s audiences expect.
At a macro level, we’ve reached a milestone: Ampere Analysis found that paid streaming services have overtaken public broadcasters in total revenue for the first time in Europe. But with that comes a new challenge: Consumers are more selective about the OTT services they keep, and customer acquisition is becoming harder as streaming markets become more saturated.
Are bundles and aggregation becoming more important to growth and retention?
Absolutely. People used to think of bundling as purely about adding on extra services. Now, it’s a central retention and engagement strategy. In the past, bundles often meant locking customers into rigid, one-size-fits-all packages. But today’s model is becoming highly modular, flexible, and customer-led. In the UK, operators like EE are positioning themselves as subscription hubs, enabling subscribers to add or drop services, including sports packages, as household needs change.
Sports streaming is leading the innovation curve, with game-specific passes, highlights-only tiers, and flexible pause-and-resume options. It’s about creating more value per moment, not just per month. Across the board, we’re seeing stronger uptake of themed bundles, short-duration passes, and promotional loyalty offers that build value over time. Transparency and user control are key; services like the NBA League Pass that let users tailor their subscriptions to their preferences without friction are best placed to attract and retain loyal audiences.
How are pay-TV and streaming businesses adapting their acquisition strategies to reach harder-to-convert audiences?
Reaching harder-to-convert audiences requires a shift away from generic promotions and toward highly targeted, context-aware acquisition strategies. While traditional acquisition tools like free trials and heavy discounting have their place, many services are pioneering more creative ways to bring new customers onboard, particularly younger demographics who might frequently churn post-trial. Apple TV+’s open-access weekend, Disney+ UK publishing full episodes of Only Murders in the Building on TikTok to drive sign-ups, and DAZN’s hybrid trial-pay-per-view models are all prime examples. These approaches lower friction for first-time users, inviting sampling without demanding immediate commitment.
Behind the scenes, the best acquisition tactics are powered by analytics that identify high-intent users and trigger relevant offers based on real-time engagement. Acquisition is also about creating a compelling value exchange that makes life easy for customers. For example, multi-service operators can leverage their existing broadband or mobile customer base to offer cross-subsidised streaming bundles that attract new users while maximising customer lifetime value. At its core, acquisition hinges on being able to ‘offer something for everyone’ and widen your addressable market. Take Astro in Malaysia — we’ve helped them to transform their subscription infrastructure to offer a breadth of pay-per-view, monthly or even weekly access models, meaning they have a price point and package for almost every consumer out there.
What’s working best in global markets right now — particularly in Europe?
Bundling has become a cornerstone strategy for operators across Europe, helping the sector remain competitive by incorporating major SVoD services into subscription packages. However, stacking levels in Western Europe are notably lower than in North America; averaging just over 2.2 services per household versus 4.5 in the US, according to Ampere Analysis, highlighting untapped potential for bundle innovation across the region. In the US, big bundles have shown their value. Disney’s trio bundle (Disney+, Hulu, ESPN+), for instance, halved churn rates compared to standalone subscriptions. This approach is key to maintaining stability. Recent research from Futuresource Consulting reveals Pay-TV still accounts for 60 per cent of entertainment revenue in Poland. In Spain and Italy, it continues to hold a strong position with 47 per cent and 44 per cent market share, respectively, highlighting how integrated offers that combine traditional channels with streaming services are resonating with consumers.
In terms of tactics, sports continue to lead the way in innovation. Rights fragmentation is prompting federations and leagues to test new direct-to-consumer approaches, offering fans match-specific passes, highlight packages, and reward-driven engagement features. These experiments are helping services build more fluid relationships with audiences, particularly among younger fans who prioritise flexibility and mobile-first access. Operators who can deftly assemble the right mix of local and international services with exclusive live sports packages will be primed to gain and retain viewers.
What role does regulation now play in shaping subscription design and user experience?
Regulation is a rising force in subscription economics. We’re seeing growing scrutiny around billing transparency, auto-renewal practices, and cancellation flows. In the UK, for instance, new consumer protection rules require providers to offer clear opt-outs and end “subscription traps” that frustrate users. This addresses a widespread issue — according to research by the Consumer Policy Research Centre, 75 per cent of people have had a negative experience trying to cancel a digital subscription.
Consumer protection leaders in Belgium recently introduced a bill, currently in stages of approval, that would require companies to inform consumers about upcoming charges at least 15 days before the cancellation deadline. This could soon become a requirement adopted across the EU, as European consumers continue to regain power in managing their ongoing subscriptions.
Cancellation must now be clear, and auto-renewals require user consent, meaning any old tricks or malicious tactics must be phased out. Smart subscription services are turning this into a trust advantage: being upfront, flexible, and focused on value-based retention. Services that embed trust and transparency into their user experience, through features like intuitive cancellation, proactive billing alerts, or simplified reactivation options, are earning stronger brand equity and improving long-term loyalty.
What’s next for streaming subscriptions – where is the market heading in the next few years?
We’re moving toward a more hybrid, dynamic subscription economy. Traditional all-you-can-watch models are giving way to more flexible, context-driven alternatives where a subscription may include not just content access.
In sports, this means DTC packages that bundle game access with VIP perks, merchandise drops, or even in-stadium benefits. In entertainment, we’re seeing early access to behind-the-scenes content, live fan events, and dynamic loyalty tiers. These models don’t just monetise content, they build deeper, more resilient customer relationships.
The broader direction of travel is clear: success won’t be defined by how many subscribers a service has, but by how effectively it can retain, understand, and offer value for them over time.
