Young consumers aged 18–34 represent a high value opportunity for streamers – they spend more time consuming video content, make more premium video purchases, and subscribe to more streaming services than other generations. However, Ampere’s Consumer data indicates that 18-34s are also 19% more likely to be at high-risk for churn from their Subscription OTT services.

Cost is the most commonly cited factor influencing this cohort’s decision to churn in the next 12 months, but this doesn’t tell the whole story. The young consumers who report cost as an influence in their churning decisions actually subscribe to more streaming platforms than even their already highly-engaged peers (4.2 vs. 3.3 on average). They are also significantly more likely to rent or buy films and TV (+29% and +15% respectively).

What stands out particularly is that this group exhibits a clear pattern of strategic subscription cycling. Instead of maintaining always-on access, many choose to subscribe, cancel, and then resubscribe depending on whether content they care about is available. More than half (58%) of those reporting cost as a factor in churn decisions report doing so, much higher than the global average of just 40%.

Instead, younger consumers are reserving their loyalty for social media, where they can access quick, frictionless content and avoid decision fatigue. While only 52% return to subscription OTT platforms each day, 85% of 18-34-year-olds use a social video service daily. There is a clear engagement gap - and subscription services are losing out in the daily attention economy to social video experiences.

To stay relevant, streamers must tap into the needs and expectations of this profitable audience to earn their loyalty, and a key part of this is understanding that when young viewers talk about value, they aren’t just talking about price. Value is increasingly defined by how easily, enjoyably, and broadly they can access content. For instance, 41% say they value being able to watch across multiple devices, 40% want bingeable series, and 39% value a wide variety of content. This shift toward a more holistic definition of value highlights the importance of user experience, personalisation, and perceived convenience alongside content quality.