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Wallet Watch 2026: Cautious consumers power the rise of ad-supported streaming

When budgets tighten, consumers cut costs. And for streaming media lovers, that means switching from ad-free tiers to more affordable ad-supported options, our latest survey finds.

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New research from The Trade Desk Intelligence and Appinio points to a careful recalibration in consumer behavior at the start of 2026. Across major markets, people report feeling financially secure, but they’re choosing to spend with more intention.1 The result is less spending and more attention, a counterintuitive boon for both streamers and advertisers. 

Consider this: Over half of global consumers surveyed plan to cut back on dining out, climbing as high as 71% in Australia, followed by Germany (61%), the U.S. (59%), and the U.K. (54%). Fashion and apparel are also under pressure, with 51% to 64% of consumers across markets planning to reduce spend. 

But consumers aren’t retreating from consumption altogether. Instead, they’re prioritizing value, flexibility, and control. 

Attention is currency consumers are willing to spend 

While discretionary spending tightens, time spent with ad-supported streaming continues to rise, even among higher-income households. In the U.S., more than half of consumers (51%) already have an ad-supported streaming TV plan, and nearly half of those viewers are affluent. This pattern repeats globally: Around 4 in 10 consumers in the U.K. and Germany, and one-third in Australia, are already using ad-supported streaming. 

Looking ahead, 20% to 31% of consumers across markets say they plan to spend more time streaming CTV in 2026. In Germany, this shift extends beyond video, with one-third of Gen Z saying they plan to increase music streaming as well. 

Preserving access to premium entertainment while staying financially disciplined allows consumers to maintain the experiences they value without committing to higher monthly costs. 

Curation over cancellation 

The rise of ad-supported streaming reflects a broader shift toward value curation. People are becoming more selective about where they spend money, but more open about where they spend attention, especially when the exchange feels fair. 

Rather than cutting entertainment outright, people are optimizing it. They’re choosing models that balance cost with quality, and formats that fit seamlessly into everyday life. Streaming remains central to that equation, even as budgets tighten elsewhere. 

As value-conscious consumers redistribute their time across streaming video, music, and emerging formats, advertisers need to be ready to meet audiences with flexibility and precision. This dynamic places a premium on platforms that can plan, optimize, and activate across channels in real time. 

The Trade Desk’s Kokai platform experience enables advertisers to translate changing attention into action, using AI-powered decisioning to help move budgets fluidly, adapt to evolving viewing patterns, and stay aligned with where attention is headed next. 

What this means for advertisers 

For advertisers, this environment creates a rare alignment. Cautious consumers are more attentive, more deliberate, and spend more time in premium, ad-supported environments. Streaming is gaining share of engagement precisely because it fits the moment. 

As consumers navigate 2026 with disciplined optimism, ad-supported streaming has become the preferred way to do more with less: more entertainment, more choice, and more control. 

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Source: 
1. The Trade Desk Intelligence and Appinio, 2026 Consumer Predictions, n=2000, n=500 per country, adults 18+, U.S., U.K., Germany, Australia, November 2025.