Staying in the Streaming Stack: Relevance Determines Who Stays

Streaming isn’t shrinking—it’s reshuffling.

Multicultural audiences are driving that shift. They’re more likely to cancel, sign up, and switch, turning streaming into an ongoing household decision.

Budgets remain stable, but loyalty is not.

At home, platforms are constantly evaluated, where shared value determines what stays and what gets replaced. In that environment, content might get you in—but connection is what makes you harder to replace.

Growth is no longer about reach alone.
It’s about

In this report:

• Why streaming growth is driven by switching—not stacking
• How multicultural audiences are reshaping platform loyalty
• Why the household is the true unit of decision
• What makes a service harder to replace
• How brands can compete to be kept—not just chosen