Almost half of American video streaming subscribers find that they pay too much

Streaming services are adept at the frog-in-a-pot strategy: comfortable in cold water, it gets used to the temperature, which gradually rises... until it dies. It's a bit the same for platforms, with subscribers replacing amphibians! And fortunately, there's no question of killing anyone (apart from their wallet). Initially, the prices charged by these services are very affordable, then they increase their rates little by little. small, hoping it will be painless for budgets.

Streaming is becoming too greedy

But there you go, after a while the increases become unbearable. Deloitte's annual report on major digital trends shows that the average cost of streaming services in the United States has reached $69 per month for four subscriptions. That's still half less than the average cost of cable and satellite subscriptions, still very popular across the Atlantic ($125 per month), but the increase in streaming prices is still 13% compared to the previous year.

And these subscribers are starting to feel the price sting. 47% of them believe that their subscriptions are too expensive. 6 out of 10 people surveyed say they would cancel their subscription to a service if it increased its price by $5.

Faced with With these regular increases, consumers are switching to plans with ads: 54% of streaming subscribers use at least one paid offer financed by advertising. This is 8 points more than last year. For subscribers, the ideal price for an ad-free service is $14, or $2 less than the average price observed ($16). For services with ads, the ideal price is $10.

While 39% of consumers have canceled at least one SVOD service in the last six months, this figure is 50% among millennials and Gen Z, the majority subscribers finally (these age categories cover consumers aged 13 to 44).

The golden age of cheap streaming is definitely over. Faced with regular price increases, consumers - especially the younger generations - are starting to switch off, preferring cheaper offers, even with advertising, or even... nothing at all!

Source: Variety