Home #Hwoodtimes Horowitz Research: Is the Streaming World Becoming Over-Saturated?

Horowitz Research: Is the Streaming World Becoming Over-Saturated?

By Marc Berman

The majority of households (58%) report subscribing to both an MVPD (cable, satellite, or telco) and at least one subscription streaming service. And that’s only counting the services they pay for, not the seemingly endless platforms and services consumers can use to access streamed content for free.

This veritable smorgasbord of services will no doubt continue to proliferate, with Peacock, Quibi, and HBO Max all slated to launch in the upcoming months. Research suggests, however, that fatigue is starting to set in: About half (51%) of streamers surveyed feel that there are too many streaming services nowadays.

Online Search Cumbersome
This fatigue is driven in large part by the increasingly fragmented nature of the streaming ecosystem. The Horowitz study finds that almost half of streamers are finding content search and discovery cumbersome, with 48% saying they are bothered by the fact they cannot search across all the streaming services they use to find shows and 45% finding it hard to know what shows are on which streaming services.
There’s also another factor in play: the value proposition. Up until now, cancelling or downgrading multichannel services and subscribing instead to one or two streaming services represented substantial cost-savings. But the proliferation of standalone streaming services and the fragmentation of content across all these services is upsetting that cost-value equation as consumers are having to subscribe to multiple services to get all the content they crave.
Over four in ten (43%) streamers say it bothers them that it is hard to keep track of how much they are paying for all their streaming services, and one in four (25%) of cord-cutters who stream would consider going back to cable if the price of all their streaming services added up to what they used to pay for cable.
Over four in ten (43%) streamers say it bothers them that it is hard to keep track of how much they are paying for all their streaming services, and one in four (25%) of cord-cutters who stream would consider going back to cable if the price of all their streaming services added up to what they used to pay for cable.
State of Pay TV, OTT & SVOD 2020 covers, among other topics:
Services subscribed to/used: Traditional MVPD, OTT/SVOD, vMVPDs, antennas, and free OTT services;
Borrowing and sharing of subscription video services;
Profiles of key segments, including: MVPD subscribers, MVPD non-subscribers, cord-cutters, and cord nevers;
Satisfaction with MVPD service;
Attitudes towards MVPD TV service vs. streaming;
Future intentions for subscription services;
Opportunities and challenges for MVPD and streaming providers;
Content preferences and subscription drivers.
State of Pay TV, OTT & SVOD 2020 provides analysis of U.S. heads of household who are TV content viewers (watch 1+ hours TV/day) overall, as well as key demographic and subscription segments. The survey was conducted online in January 2020 among 2,000 TV content viewers.
In addition to the general market report, Horowitz will be releasing FOCUS Latino, FOCUS Black, and FOCUS Asian editions of the State of Pay TV, OTT & SVOD 2020 report. These FOCUS reports cover the same breadth of topic areas as the main report, analyzed by key ethnic/racial segments, including age, acculturation, country of origin, income, and more.
CONTACT
For more information about the study, click here or on above image. To schedule an interview with an analyst or to request specific data, please contact stephaniew@horowitzresearch.com, 914/834-5999.
About Horowitz Research
Horowitz Research is a leading provider of consumer insights and market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.