More Americans Say Streaming Has Hit ‘Saturation Point': So How Can Disney and Others Take on Netflix?

A quarter of American TV viewers say they can’t add another streaming service or content source to their plate

TV viewers are increasingly unwilling to juggle more subscriptions than they already have — calling into question what new entrants to the streaming landscape, including Disney and Apple, will need to do to pull eyeballs away from stalwarts like Netflix.

According to a new study from Hub Entertainment Research, about 25% of American TV customers believe they already have “too many TV services,” marking a 10% spike from the same time last year. Another 36% of respondents said they’d need to ditch at least one of their current services before considering adding a new one.

“People are hitting a [streaming] plateau,” Hub analyst Jon Giegengack told TheWrap. “This suggests new platforms that enter the market are going to have a higher bar to clear than maybe they had in the past, where people only had Netflix, so adding Amazon or Hulu wasn’t a big deal. Now, people are at a point where they think they need to cap [their total services.]”

Video subscriptions have started to level off in recent years, Giegengack said, with respondents using a total of 4.5 content…

Oops! This is for WrapPRO members only, please sign up or login to view.
Oops! This is a Members Only post! Become a member to access!

Join WrapPRO for Exclusive Content, Full Video Access, Premium Events, and More!

For Only $1/Day Members Access:

In-Depth Coverage
  • 5 exclusive members-only stories a week
  • Digital Video industry analysis and deep-dive features
  • Daily WrapPRO newsletter covering the latest digital video industry news
Exclusive Video
  • Access to full length Members-Only Video archive
  • Video of notable sessions from TheWrap Events (TheGrill, Power Women Summit)
Vip Access
  • VIP seating for TheWrap's Screening Series with stars and filmmakers
  • Access to 'chill spots' at select industry events Sundance, TIFF, Newfronts and more
  • Access to exclusive invite-only events
Resources
  • DataBank showcasing key stats and streaming video trends in the OTT market
  • In-depth entertainment industry research and whitepapers

Just a kid from the streets of Orange County, writing about tech