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With rising cost of living and inflation, Gen Z and millennial audiences have been forced to choose between streaming video subscriptions and basic resources such as fuel and groceries. Deloitte survey found that 32% of millennials and 30% of Gen Z have canceled subscriptions. 44% of respondents have canceled one or more subscriptions in last 6 months; ad-supported options being chosen instead of pricier tiers by younger consumers. J.D. Power survey revealed increasing consumer fatigue with streaming content.