Streaming market shifts toward advertising revenue growth

The streaming and subscription market is undergoing a structural shift. According to PwC’s Global Entertainment & Media Outlook 2026, streaming advertising revenue is projected to grow by an average of 12.7% annually through 2030, significantly outpacing subscription revenue, which is expected to grow by only about 3% per year.

This trend reflects a change in consumer preference, with more users opting for ad-supported models over paid subscriptions. Industry players are increasingly adapting by offering tiered options to accommodate these changing market conditions.

In Denmark, consumer habits also show signs of subscription fatigue. An analysis by the Danish Competition and Consumer Authority of 117,000 subscriptions over three years found that more than one in five consumers pay for services they no longer use. Consumers can manage these forgotten costs through banking apps, Apple settings, or Google Play subscription menus.