At what point to Americans say STOP! to OTT?
New research sheds a light on just how many streaming services U.S. consumers are willing to pay for.
Twelve years after the start of Netflix’s revolutionary online video service, more and more companies are jumping on the streaming bandwagon.
But, with the arrival of new over-the-top platforms, could monthly costs to the consumer soar beyond what cable TV bills were — posing a conundrum for cord-cutters and cord-nevers?
Soda.com used Google Surveys to ask 1,000 U.S. consumers about their usage of streaming services. The survey was fielded from Nov. 7-Nov. 10, 2019.
What are the key findings?
- 44% use two or more streaming services every week
- The largest percentage of respondents (30%) would choose not to bundle services
- Price is by far the most important factor when choosing a service
- Access to premium content is the least important to viewers at just 2%
“According to our findings, 67% of Americans use one or more streaming service every week, while 44% use at least two different services,” Soda.com notes. Six percent of respondents even reported using six or more streaming services on a weekly basis.
“At an average of just $8.53 per month for each service, it’s no wonder that the majority of American households have succumbed to the streaming craze.”
But, what subscriptions are worth bundling?
Soda.com finds that 30% of respondents would choose not to bundle their services if given the option. Some 14% would pay $10 per month for a bundle option, and 32% would pay $20 or more.
The most common reason respondents would choose to bundle their subscriptions would be to save on costs.
Which streaming services are the most popular?
Soda.com was acquired by Red Ventures in fall 2016.