Seventy percent of respondents to a survey said there are too many premium streaming services. The same research found those same respondents have, on average, 4.7 services. And they plan to add one more.
The survey from Whip Media, a content-licensing technology and research company, also reveals that 85% say pricing for these services is getting too expensive.
Some 32% of respondents cancelled at least one premium service in the past year. Even then, the authors of the study say that looking at individual platforms, cancellation rates for top services were relatively low. Disney+, Netflix, and Apple TV+ each had a 6% cancellation rate.
When asked if they could only keep one streamer, Netflix was tops at 41% followed by Hulu with 21%, HBO Max at 13%, Disney+ with 9% and Amazon Prime Video at 6%.
Those at the bottom of this chart: Paramount+, 2%’; Discovery+, Peacock, and Apple TV+, each got a 1% number.
Also, 60% of consumers prefer an ad-free service.
The survey was fielded from 3,960 U.S. users of Whip Media’s TV Time app In June 9-13, 2021. The app allows users to store information about their media consumption and leave reviews. Results were weighted to balance with the U.S. general population, by gender and age 13-54.
Wayne, while I take a lot of the info from this type of study with a few grains of salt, there was one finding I thought was interesting as it rings true to me. They asked respondents how important original content was in one question and then, in another, they asked the same thing about the service's "library". Only 42% rated "original content" as "very important" while 61% rated the "library, as "very important". That jibes with Nielsen's reports ---plus common sense---that subscribers may be hooked by an original series but they devote 75-80% of the time they spend with the service with its library---often involving golden oldies and reruns of off-network fare.