Consumers show a willingness to spend money to stream content, with a growing number of them subscribing to paid streaming video services. Since 2009, the number of households subscribing to paid streaming video services has grown by nearly 500%. As more consumers are subscribing, the perceived value of streaming services among Millennials has also grown. Millennials increasingly value their paid streaming services more than pay TV. Interestingly, more than half of Millennial subscribers say they keep their pay TV subscriptions because it is bundled with their home Internet.