Bridé-Marie Baker’s Post

The consumers is preferring a TVOD pricing model, where I pay for the specific show I would like to watch. A consumer centric organisation should be focusing on TVOD where one is not paying for their down time. While offer bundles to their heavy users. One recognises, profitability is a challenge for the streaming players. Rationalisation of costs internally and with its partners, including content producers. #streamingmedia #ctv #churn

✅🖥️ New York Times (4/21): “Americans are getting increasingly impulsive about hitting the cancellation button on their streaming services. More than 29MM — 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 Antenna. The change gives consumers far more flexibility, but the implications could be significant for the major media companies, especially if this behavior becomes even more common.” ⬇️ #streamingtv #ctvadvertising #churn https://lnkd.in/e_pva9rP

Consumer behavior is obviously going to shift with changes in how we consume media - the number of different platforms where content lives (temporarily at that) seems to be proliferating, and the costs increasing. As someone who signed up and ended two free trials in the last week alone, this trend seems pretty inevitable -- add to that inflation, and a lot of the subscription services are moving to a nice-to-have. "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. " #streamingservices #consumerbehavior #media #trends #subscriptions

Nomadic Subscribers « 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 Price sensitivity is also a factor. Americans with a streaming subscription are spending an average of $61 a month for four services, an increase from $48 a year ago, according to a new study by Deloitte. The increase was due to higher prices, not additional services. Nearly half the people surveyed said they would cancel their favorite streaming service if monthly prices went up another $5, the study said. »

💡Era of #streaming brings new behaviors to the customer base. Definitely viewers learnt to binge watch content. But also they learnt to hop among the streaming services easily and fast. That kind of behaviors makes difficult for the companies to keep customers loyalty thus negatively influence the business. ❓Are add supported tiers a sufficient response to the changing behavioral patterns?

From the NYT: 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. The change gives consumers far more flexibility, but the implications could be significant for the major media companies, especially if this behavior becomes even more common. Traditional #media companies like Paramount , Warner Bros. Discovery, NBCUniversal and The Walt Disney Company are trying to navigate the extremely bumpy road from the cable bundle (which was enormously profitable) to #streaming (which is not). NBCUniversal ’s Peacock , for one, lost $2.8 billion last year. As a result, the companies slashed investments in shows — the number of scripted shows in the United States in 2023 suffered its steepest decline in at least 15 years — and are raising prices to their streaming services. Less loyal subscribers could introduce a whole new level of complexity to their business. Last year, these “serial churners,” as Antenna calls them, accounted for roughly 40 percent of all new subscriptions and cancellations, Mr. Carson said. The companies “clearly can’t ignore them because it’s such a big, active part of the market,” One option for slowing the churn, executives think, is to bring back some element of the cable bundle by selling streaming services together. The services are also trying to keep subscribers hooked with “coming soon” features prominently displayed in their apps Price sensitivity is also a factor. Americans with a streaming subscription are spending an average of $61 a month for four services, an increase from $48 a year ago, according to a new study by Deloitte . The increase was due to higher prices, not additional services. Nearly half the people surveyed said they would cancel their favorite streaming service if monthly prices went up another $5 “I don’t like this new system where you have to have a million different subscriptions to watch what you want to watch,” he said. “I’m happy to cancel to punish the companies who are making me do this”

Americans’ New TV Habit: Subscribe. Watch. Cancel. Repeat - from @nytimes 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. The change gives consumers far more flexibility, but the implications could be significant for the major media companies, especially if this behavior becomes even more common. Traditional media companies like Paramount, Warner Bros. Discovery, NBCUniversal and Disney are trying to navigate the extremely bumpy road from the cable bundle (which was enormously profitable) to streaming (which is not). NBCUniversal’s Peacock, for one, lost $2.8 billion last year. As a result, the companies slashed investments in shows — the number of scripted shows in the United States in 2023 suffered its steepest decline in at least 15 years — and are raising prices to their streaming services. (Disney+ and Hulu both raised the price of their commercial-free tiers by $3 a month last year, for instance.) Less loyal subscribers could introduce a whole new level of complexity to their business. Last year, these “serial churners,” as Antenna calls them, accounted for roughly 40 percent of all new subscriptions and cancellations. #ott #SVOD #streaming #subscription #consumer #behavior #resubscribe

A compelling piece discusses consumer fatigue and wallet strain caused by the proliferation of streaming services, featuring valuable perspectives from Antenna & Jonathan Carson. It highlights the formidable challenges and intense competition confronting streaming platforms and content creators in response to shifting media consumption patterns and pricing dynamics. While ad-supported models offer potential viability, I believe their pricing strategies must become more assertive to align closely with traditional linear counterparts, ensuring market parity and sustaining content production and distribution endeavors. If not we are in-fact creating a race-to-the-bottom, where generative AI will become the solution, which will not be beneficial to anyone. NEWYORKTIMES.COM #Streaming #Value #Advertising https://lnkd.in/ebc-cr6p

Every month there's a new article on the phenomenon of "serial churners" as Jonathan Carson at Antenna puts it. People sign up, watch a show, cancel, resubscribe, rinse and repeat. This is mainstream subscriber behavior and it's wreaking havoc on streamers' dreams of profitability and scale. Execs are asking themselves, how do we stop serial churn? Streaming profitability boils down to acquiring and retaining a critical mass of subscribers. What if part of reaching that critical mass is making subscribing practical for "less than loyal" subscribers? Maybe there's a different way to read the tea leaves here. Not, "subscribers aren't loyal" but "a growing majority of viewers want to subscribe, sometimes." After all, even for businesses with relatively low churn like Netflix, 40% of their growth comes from these "sometimes" subscribers. If you feel differently, please yell at me in the comments. https://lnkd.in/eJwxwhda #streaming #media #subscription #viewership #streamingindustry

Another day, another article about how the future of media companies are in doubt: "If television is a battlefield, broadcast and cable seem to be losing the long war. Broadcast networks are bleeding viewership totals. To trim their budgets, they are making fewer pilots and filling their prime-time slots with game shows and reality competitions. The outlook is almost as depressing for cable. Millions of pay-TV subscribers are cutting the cord every year. Instead of offering as many new shows as they used to, cable networks are filling their schedules with mini-binges of old favorites, whether it’s “Law & Order: SVU” on USA or “Parks and Recreation” on Comedy Central." "Still, Netflix, Disney+ and the rest of the streaming gang have their own problems. After being hailed for revolutionizing television and pumping out content as if there was no tomorrow, streaming sites also are losing subscribers and being pressured by Wall Street to turn a profit as soon as possible, not somewhere down the road. Major players are cracking down on password sharing, laying off employees, slowing their spending sprees and offering lower-cost subscriptions that come with ads — the same old-timey model that over-the-airwaves broadcast TV uses." The bottom line is that there is too much content trying to compete for the attention of audiences. The revenue models of traditional media outlets, and even newer media outlets, assume a level of content scarcity that simply doesn't exist anymore. How do you cut through? What if the solution isn't about content at all? What if the way to cut through isn't with content, but with connection? Media companies need to spend less time pumping out content, and more time focusing on building community. https://lnkd.in/gXWt2_F2