Many more people are jumping from one streaming subscription to another, a behavior that could have big implications for the entertainment industry.
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Americans are getting increasingly impulsive about hitting the cancellation button on their streaming services. More than 29 million — about a quarter of domestic paying streaming subscribers — have canceled three or more services over the last two years, according to Antenna, a subscription research firm. And the numbers are rising fast.
The data suggests a sharp shift in consumer behavior — far from the cable era, when viewers largely stuck with a single provider, as well as the early days of the so-called streaming wars, when people kept adding services without culling or jumping around.
Among these nomadic subscribers, some are taking advantage of how easy it is, with a monthly contract and simple click of a button, to hopscotch from one service to the next. Indeed, these users can be fickle — a third of them resubscribe to the canceled service within six months, according to Antenna’s research.
“In three years, this went from a very niche behavior to an absolute mainstream part of the market,” said Jonathan Carson, the chief executive of Antenna.
It’s the only practical option. Unless we get cable like packages (which I wouldn’t be surprised to see soon), nobody wants to pay for some 10+ subscriptions for 1-2 shows on each platform. But if you cycle a couple subscriptions every few months, it’s the same (cheaper) cost year round, but you get all the content you want.
Having described it, I think that’s probably why we’re seeing more and more shows returning back to weekly releases - that model keeps the subscribers on the hook for longer. We can always just wait till it’s done, of course, but there’s a number of factors that can pressure viewers into remaining subscribed.
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The Hulu/Disney/ESPN bundle already exists as a prototype, but I’m sure it’ll go much further from there