Streaming entertainment is smacking into the wall of the paradox of choice — and the cost to consumers of piecing multiple services together.
The boom in subscription streaming services has given consumers more options than ever, with an array that includes Netflix, Hulu, Amazon Prime Video, HBO, CBS All Access, Showtime and YouTube Premium. Even more are coming down the pike with Apple, Disney, WarnerMedia, NBCUniversal and others promising to enter the fray in a big way.
But the plethora of options has a downside: Nearly half (47%) of U.S. consumers say they’re frustrated by the growing number of subscriptions and services required to watch what they want, according to Deloitte’s annual Digital Media Trends survey. An even bigger pet peeve: 57% said they’re frustrated when content vanishes because rights to their favorite TV shows or movies have expired.
“Consumers want choice — but only up to a point,” said Kevin Westcott, Deloitte vice chairman, who oversees the study. “We may be entering a time of ‘subscription fatigue.’”
Today, the average U.S. consumer subscribes to three video streaming services; 43% subscribe to both pay-TV and streaming services, per Deloitte’s study. Effectively, Westcott said, they’re cobbling together their own entertainment bundles from multiple providers.
Nearly half (49%) in the survey said the sheer amount of content available on subscription VOD makes it hard to choose what to watch. Meanwhile, consumers say they know exactly what they want to watch 69% of the time, but 48% say content is hard to find across multiple services. And 49% give up on searching for content if they can’t find it in a few minutes.
Deloitte’s Digital Media Trends survey was collected from an online survey of 2,003 consumers fielded from December 2018 to February 2019. Additional findings from the study are available at this link.
Source: Spangler, T. (2019, March 18). Subscription Fatigue. Variety.