Many Americans believe they will use more subscription services in the future.
But when it comes to video streaming, more options doesn’t mean consumers will drastically increase the number of services they’re willing to pay for.
The dominant players in the field—Netflix, Amazon Prime Video and Hulu—are already pushing people’s spending limits.
But consumer behavior is not expected to change meaningfully, with data showing that the average number of subscription video-on-demand (SVOD) services among US SVOD households held steady at 2.8 between Q3 2017 and Q3 2018, according to an Ampere Analysis study.
Furthermore, because it’s fairly easy for customers to cancel their subscriptions without being charged penalty fees, content providers are likely to see higher churn, with people dipping in and out of their subscriptions and trying new services as they become available. Read the rest at eMarketer.
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