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Q4 2025: Rising spend and value-driven choices reshape subscriptions
Rising media spend and sharper value considerations shape consumer behavior in Q4 2025, as ad-supported and bundled options play a growing role in helping households manage higher subscription costs.
January 30, 2026 | By Rande Price, Research VP – DCN
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DCN’s Q4 2025 Digital Subscription Tracking Report reveals a U.S. digital media market defined by rising household spending, more deliberate subscription decisions, and growing reliance on ad-supported and bundled access. Nearly all U.S. Online households (97.0%) continue to participate in the digital media economy, but consumers are increasingly focused on maximizing value as prices rise.
Average monthly household media spend reached $159, up from $151 year over year, driven largely by pricing increases across streaming video, digital news, and audio. Rather than exiting categories, households are adapting by rebalancing portfolios, switching tiers, and leaning into bundles to manage costs while maintaining access.
Ad-supported access moves to the center
Ad-supported options now sit at the core of the media mix, shaping how consumers think about both free and paid services. Free and paid offerings increasingly function as a single ecosystem, with households blending access points to balance affordability and engagement. This shift highlights the growing importance of advertising-supported models as a gateway to scale, flexibility, and retention.
Bundles and reallocation over cancellation
As budgets tighten, consumers are making more strategic trade-offs. Instead of canceling outright, households are narrowing their subscription lineups, reallocating spend and selecting bundled offerings that extend value across categories. Bundling continues to play a crucial role in helping consumers stay connected to premium content while managing monthly costs.
A value-driven phase of maturity
The Q4 findings reinforce that the digital media market remains strong while becoming increasingly intentional. Rising spend, tighter choices, and greater reliance on ad-supported and bundled access reflect a mature ecosystem in which consumers are actively managing value rather than pulling back.
As the market moves into 2026, flexibility in pricing, packaging, and access models will remain central to sustaining growth and loyalty in an increasingly crowded subscription landscape.