US consumers have more choices for streaming services than ever before and are growing concerned about the aggregate costs of their streaming subscriptions. As the competition for consumer attention increases and all TV becomes streaming TV, the perceived value of content is a key strategic focus for providers. Data from Forrester’s 2021 Consumer Technographics® surveys shows that US Gen Zers and Millennials are dominating streaming consumption — especially with ad-free services like Netflix, Disney+, and Amazon Prime Video. We expect this trend to continue as the quality of new original content helps keep consumers subscribed.