When Netflix pivoted to streaming in 2007, Hollywood was about to change forever. Eighteen years later, there are dozens of streaming services on the market — usurping the once-dominant legacy entertainment model. But the streaming war is far from over: The battles for advertising revenue and live sports programming rage on. As the streaming market matures, consumers are paying more ... and more ... to watch their favorite shows — causing them to “pause,” bundle, and/or downgrade their subscriptions. This report is filled with insights and trends about eight major US streaming services, with a focus on consumer usage, ad tolerance, price sensitivity, and more.