According to the American Customer Satisfaction Index (ACSI) Entertainment Study 2026, subscription TV service reaches its highest score since ACSI began measuring the industry. But it wasn’t good news for Apple TV.

Subscription TV service climbed 3% to an ACSI score of 72 (on a scale of 0-100) as every customer experience benchmark improves year over year. The results arrive during a period of rising subscription costs and mounting consumer fatigue. Deloitte’s 2026 Digital Media Trends survey found that 73% of streaming consumers are frustrated with rising prices, around 40% cancel at least one paid service each year, and 61% say they would cancel their favorite service if monthly costs rose by just $5. The average subscribing household spends $69 per month on four streaming video services. Key takeaways from the ACSI study include:

  • Amazon Prime Video (unchanged), Paramount+ (down 1%), YouTube Premium (down 1%), and debuting Pluto TV share the top position in a four-way tie at 79. The Roku Channel enters at 78 and Tubi at 77, matching or beating several paid subscription services.
  • Content benchmarks post the industry’s strongest gains, led by variety of movies by category (up 5% to 81) and ease of using on-screen menus and programming guides (up 4% to 84). Price tolerance, loyalty, and service reliability all weaken.
  • ESPN+ climbs 4% to 72 after ESPN launched its direct-to-consumer service in August 2025. Netflix slips 1% to 78 after raising its standard ad-free plan 16% to $17.99. Apple TV+ drops 3% to 75 following a 30% price increase to $12.99.
  • Cord-stackers — consumers who maintain both streaming and subscription TV — remain the most satisfied segment at 80, while cord-nevers who have only ever streamed score the lowest at 75.

About Apple TV

Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. 

For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free. For more information, visit apple.com/tvpr and see the full list of supported devices.

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Article provided with permission from AppleWorld.Today