Free streaming services lead consumer value ratings in new data

Consumers placed greater emphasis on low prices when evaluating streaming services in 2026, while free platforms received the strongest overall value ratings, according to new research from Hub Entertainment Research.

The average consumer spent $82 per month on subscription TV services, unchanged since 2023, according to Hub’s 2026 “How to Monetize Video” report. The maximum amount respondents said they were willing to spend rose to $93 per month.

Low price accounted for 21% of the factors consumers used to assess a TV service’s value, up from 12% in 2025. The share assigned to sports content nearly doubled from 6.7% to 13%.

Hub attributed the increase in sports’ importance to the wider availability of live events on streaming services, including the Olympics and World Cup. Ad-free viewing, access to complete seasons and the ability to binge-watch also remained important to consumers.

Free ad-supported streaming services Tubi, Pluto TV and The Roku Channel received the highest percentage of “excellent” value ratings. HBO Max, Apple TV, Disney+ and Netflix ranked below the free services.

YouTube Premium also received high ratings from its users, which Hub linked to its combination of ad-free video and music.

“Marketing that leads with ‘free’ and ‘low price’ will continue to capture consumers first,” said Jason Platt Zolov, senior consultant at Hub. “Signaling the value of unique sports content, bundled with a portfolio of premium content, will best match consumer priorities that keep them subscribing.”

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The findings were based on a June survey of 1,600 U.S. consumers ages 16 to 74 with broadband access.