Cost-Of-Living Worries Expected To Test Consumer Loyalty To Media
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Various surveys have indicated consumers worldwide are concerned about the economic climate amid rapidly rising prices, higher borrowing costs and news reports about job cuts. As household budgets are squeezed, people’s loyalty to subscription video services is likely to be tested, according to researcher Kantar.
In some cases, consumers will sign up for ad-supported video on demand that’s less expensive than subscription services. Netflix, as one example, said its ad-supported tier has 23 million average users, up from zero when it was introduced in October 2022.
