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…
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