Save your seat for Streaming Media NYC this May. Register Now!

Hub Survey Finds OTT Subscription Fatigue: 66% Dropping Subs

Article Featured Image

With high-profile OTT services launching in the near future—such as Disney+, Apple TV+, HBO Max, and Peacock—how will households cope with the growing demands on their wallet? By dropping subscriptions, says one survey.

News 2Hub Research surveyed 2,000 adults in the U.S. and asked those planning to sign up for new services what they would do with the services they already have. 29% said they would drop current subscriptions immediately, while 37% will keep all their services for the time being, but eventually remove the less watched ones. That means two-thirds will drop services immediately or in the near future. Only 34% plan to add new subs and keep all their existing ones.

Hub finds Disney+ slightly better known than Apple TV+, with nearly 60% knowing about Disney+ but only half knowing Apple TV+. Only a quarter of respondents knew about Peacock and HBO Max. Overall, 24% of respondents planned to sign up for Disney+, but interest was far higher for young people or people with children. For consumers age 16 to 34, 46% say they'll probably or definitely sign up for Disney+.

The survey also found word-of-mouth recommendations were important for content discovery, especially for online platforms.

This data comes from Hub's report Conquering Content, a sample of which is available online for free (registration required).

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

TikTok, YouTube Challenge OTT, According to Hub

During the pandemic, young consumers are watching nearly as much online video content as TV shows and movies

Nearly Half of Global Viewers Added a Streaming Service Since March, Limelight Says

A new report by Limelight Networks tracks significant shifts in consumer streaming, including a marked increase among younger viewers

Subscription Fatigue Will Damage All Players, Warns Survey

Whether it's new subscription entries like Disney+ and Apple TV+ or established services like Netflix, they'll all feel the effects of consumer subscription fatigue.

Number of Global SVOD Subscriptions to Near 1B by 2024: Report

The total number of subscriptions will grow by 439M from 2018 to 2024—an 86% increase—reaching 947M. In 2019 alone, the number will increase by 119M.

The Roku Channel Begins Offering Premium Subscriptions Today

Set-top box users will get access first, followed by Roku TVs. On mobile, the Roku iOS app can now view The Roku Channel.

Facebook in Talks with HBO, Showtime, Starz to Sell Subs: Report

In what could be a high profile failure for the social network, it's reportedly in talks to sell subscriptions to cable networks to its members.

YouTube Debuts Music and Ad-Free Video Subs, Folds YouTube Red

One service becomes two, as subscribers have the choice of a $9.99 per month music plan, or paying $2 more to add ad-free video playback and YouTube originals.