The American Customer Satisfaction Index’s 2026 survey reveals improved approval ratings across US streaming services amid ongoing fare hikes, driven by consumer resilience and shifting viewing habits.
The American Customer Satisfaction Index’s 2026 entertainment survey suggests the US streaming market is reaching a higher level of overall approval even as prices continue to climb. Subscription TV services recorded their best score since ACSI began tracking the category, rising 3 per cent to 72, but Apple TV+ moved in the opposite direction, slipping 3 per cent to 75 after a 30 per cent price increase to $12.99 a month.
The results point to a market under strain from cost pressure rather than from a shortage of content. Deloitte’s 2026 Digital Media Trends survey found that 73 per cent of streaming consumers are frustrated by rising prices, about 40 per cent cancel at least one paid service each year, and 61 per cent say they would drop a favourite service if the monthly fee rose by just $5. The average subscribing household now spends $69 a month on four streaming video services, while 68 per cent of subscribers pay for ad-supported tiers, up sharply from 46 per cent in 2024.
Within the ACSI rankings, Amazon Prime Video, Paramount+, YouTube Premium and Pluto TV were tied at the top on 79 points. The Roku Channel followed on 78, with Tubi on 77, showing that free or lower-cost services are now competing closely with paid platforms on satisfaction. ESPN+ improved 4 per cent to 72 after ESPN launched its direct-to-consumer service in August 2025, while Netflix fell 1 per cent to 78 after increasing its standard ad-free plan to $17.99.
The survey also underlines how viewing habits shape sentiment. Consumers who combine subscription TV with streaming, often described as cord-stackers, were the most satisfied group at 80. Those who have only ever used streaming services, the cord-nevers, posted the lowest score at 75. That split suggests that the value proposition remains strongest for households that still see streaming as part of a wider television bundle rather than as a stand-alone replacement.
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