Inflation, constant plan adjustments, a return to pre-pandemic socializing, an unattractive catalog and the end of password sharing are some of the things that worry streaming users. However, a trend is strengthening in this segment: subscribe, watch the films and series that interest you and cancel the service.
This is according to the Antenna survey data cited by the newspaper The New York Times, this behavior has already been adopted by approximately 29 million Americans, equal to about a quarter of the nation’s subscribers to streaming services. This number has increased rapidly, indicating a significant shift in consumer behavior.
Josh Meisel and his wife, living in the suburbs of Boston, USA, have joined this trend. Initially, they wanted to watch the drama “Poker Face” on Peacock. Then they made a pact to cancel the subscription after two weeks if they lost interest. They eventually canceled streaming, and soon after did the same to Max, Apple TV+, and Hulu.
This practice, called “serial churn” by Antenna, designates a person who has canceled three or more services in the last two years. In 2023, this segment accounted for approximately 40% of all new subscriptions and cancellations.
Media companies struggling to adapt to the streaming era face significant challenges, such as reduced investment in new programming and rising subscription prices. In Brazil, for example, we saw an increase in Max, Prime Video and rumors of a Netflix price adjustment.
Executives at companies like Paramount, Warner Bros. Discovery, NBCUniversal and Disney are considering strategies to reduce this volatility, including reintroducing elements of the traditional cable package by selling streaming services together.
Disney has already found success with a package that includes Disney+, Hulu and ESPN+. Other initiatives include promoting new features and exclusive content in their apps to keep subscribers interested.
While “nomadic” subscribers are generally younger and have slightly lower incomes, Antenna CEO Jonathan Carson says it’s a business that involves Americans of all stripes.
“In three years, this has gone from a niche behavior to an absolutely dominant part of the market,” Carson said.
Price sensitivity is also an important factor. A recent Deloitte survey found that Americans with streaming subscriptions spend an average of $61 a month on four services, up from $48 a year ago. Nearly half of respondents indicated they would cancel their favorite streaming service if the monthly price increased by another $5.
The post Streaming Users Reveal How They Save on Subscriptions appeared first on Olhar Digital.
Source: Olhar Digital
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
