Half Of Streaming Subscribers Are Dissatisfied, 75% Are
Open to FASTs
- by Karlene
Lukovitz @KLmarketdaily, September 29,
2023
A new survey finds 46% of streaming subscribers saying they
don’t feel they’re getting good value from their paid streaming services, and a
fifth (19%) saying that providers could do better.
Fifty-five percent of 1,000 paid subscribers surveyed in
August by Sapio Research for Bitcentral’s ViewNexa unified workflow solution
rated their services as providing good (33%) or “fantastic” (22%) value.
Respondents' subscriptions include Netflix (77%), Prime Video
(71%), Disney+ (51%), Apple TV+ (34%), Indieflix (6%) and other (16%). Gen
Ys/Millennials accounted for 36% of the sample, Gen Xs for 26%, Baby Boomers
for 24%, Gen Zs for 13%, and those 78 plus for 1%.
Major streamers were generally rated less favorably than
independent, specialist content services. While 79% of those subscribing to
niche services said they provide good/fantastic value, 73% of overall
respondents said the same of Apple TV+, followed by Disney+ at 64%, Amazon
Prime Video at 60%, and Netflix at 58%.
Of subscribers to specialist services, 83% are Millennials
(ages 27 to 42) — the age group that is also the most satisfied by far with the
value of their overall paid subscriptions experience.
Nearly three quarters (72%) of Millennials said they’re
getting good/fantastic value from their subscriptions as a whole, compared to
just 46% of Gen Xers (43 to 58) and 43% of boomers (59 to 77).
But Millennials are also the most likely to say that
Netflix’s crackdown on password sharing has caused them to look for
alternatives (65% of overall respondents say this), and to express interest in
trying free, ad-supported streamers/FASTs. Four out of five Millennials —
compared to 75% of respondents overall — say they’re game to try FASTs, as long
as they provide content of interest to them.
The survey also dug into what paid streaming users want
from the advertising experience in FASTs.
Streaming subscribers across age groups expressed
willingness to experience two to three ad breaks per hour, although Gen Xers
and Baby Boomers show slightly higher tolerance.
The acceptable mean of ads per FAST hour was found to be
3.07 among Gen X viewers and 2.95 among boomers, with even the lowest age
cohort tolerance not far behind, at 2.65 among Gen Zs (18 to 26). Millennials
and those over 78 are in the middle, with acceptable ad break means of 2.7 to
2.8. Some 44% of Boomers, 38% of Gen Xers and 32% of Millennials are open to
three ad breaks per hour.
Among all respondents, 36% said three ads are acceptable,
though 29% put the number at just two. Another 18% said four are OK. Just 3% to
4% said they’d be willing to put up with five or six.
Of course, the length of ads is also important. Among all
respondents, more than half (56%) said they want ads to be under 30 seconds and
23% want them to be 15 seconds.
And all in all, 58% claimed that they would only watch a
FAST service if it had both fewer and shorter ads than traditional commercial
TV.
For now, these preferences aren’t totally unrealistic, at
least with some FASTs. Tubi claims to show about four to eight minutes of ads
per hour, with breaks of generally one to two minutes in length about every 15
minutes.
Pluto TV’s load, on the other hand, reportedly runs
about 13 to 16 minutes per hour.
And given the pressure on entertainment companies to
improve their profitability (or achieve profitability in the first place, in
their streaming businesses), viewers would be wise not to get too used to
moderate ad loads in FASTs.
Historical patterns don’t bode well. Despite the massive
exodus of subscribers from cable systems, multiple-ad breaks every 10 minutes
or even more frequently are commonplace, even as subscription prices continue
to climb to ridiculous levels. As of Q1 2019, the A&E Group, Viacom and
Discovery Communications were all running more than 17 minutes per hour in
their shows, according to Statista. Nielsen reported that the average per hour
on traditional pay-TV last year was 15 minutes and 38 seconds — up from 14
minutes and 27 seconds in 2009.
In any case, according to this survey, under certain
circumstances, streamers can probably get away with bigger ad loads without
losing viewers.
For instance, 56% of respondents said they’re more willing
to watch FAST services if the ads are “highly relevant” to them. Given the
amount of effort and technology being devoted to targeting and flexible
creative, one would think that high relevance should be more or less
consistently achievable in the near future, right?
Local preferences also come into play. Among New Yorkers
(who must develop high tolerance levels to maintain a semblance of sanity), 58%
said that four ad breaks per hour would be acceptable, and 19% said they could
live with six or more. In contrast, just 40% of Californians said they could
bear even three breaks per hour, and just 13% would be open to six per hour.
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