TiVo’s Digitalsmiths says 39% of those surveyed will not pay more than $12 to $15 for subscription video-on-demand service. Current Netflix monthly pricing ranges for around $7.99 to $11.99 a month, depending on the service.
The second-largest group -- at 29% -- said they would not pay “more for my Netflix account.” Price is the most-mentioned feature of why consumers like the service -- at 59% of respondents. The second-most-mentioned reason is that family members can create their own profile.
Overall research says 55% of respondents spend between $6 and $14 a month on SVOD services. Heavier spenders of SVOD, at $21 to $30 monthly, have seen a price increases -- 2.2% year-over-year and 5.5% over a three-year period.
Just over 10% of those surveyed said they do not pay for SVOD services because they access those platforms via another person’s account.
Digitalsmiths says 34.3% watch one to two hours of day of SVOD content; 24.3% watch less and one hour a day; and 17.3% watch between two and three hours a day.
The 2016 report, completed in the second quarter, surveyed 3,114 in the U.S. and Canada.