Rising prices for streaming services are having a notable impact on the media landscape, with more users adopting ad-supported streaming services and nearly one third of cord cutters saying they might go back to cable if the price hikes continue, according to a major new survey from Horowitz Research.
Today, nearly 7 in 10 (69%) TV content viewers in the U.S. use free streaming services at least monthly, a sharp increase from 42% in 2019, according to Horowitz’s latest State of Media, Entertainment & Tech: Subscriptions 2023 study.
