December 24, 2024
Streaming Services Overload: Study Highlights Subscriber Frustrations and Fatigue
Streaming services, once a convenient alternative to cable, are now facing backlash from subscribers overwhelmed by content overload and hidden fees, according to a recent survey. The study of 2,000 American streaming subscribers, commissioned by UserTesting and conducted by Talker Research, reveals how the evolving streaming landscape is frustrating viewers.
The Content Overload Conundrum
The average subscriber spends a staggering 110 hours per year scrolling through streaming platforms in search of something to watch. This amounts to nearly five full days annually, highlighting the “too much content, too little time” dilemma.
One in five respondents believes it’s harder to find something worth watching today than it was a decade ago. Overwhelming content libraries (41%) and the constant influx of original programming (26%) contribute to the challenge. While 75% of viewers appreciate personalized recommendations from streaming algorithms, more than half (51%) admit the sheer quantity of suggestions can feel overwhelming, leaving them wanting to watch everything recommended.
Cable Decline and Streaming Fatigue
Nearly half (48%) of respondents have cut the cord on traditional cable, favoring streaming platforms for their variety (43%), unique content unavailable on cable (34%), and convenience for on-the-go viewing (29%). Yet, dissatisfaction is rising. Over half (51%) would prefer more streaming service options, even if they included ads.
When envisioning their “dream” streaming service, viewers prioritized premium channels at no extra cost (40%) and an easy-to-navigate interface (39%). Notably, 52% said user interface design significantly influences their decision to subscribe.
The Cost of Streaming
On average, subscribers believe their ideal streaming service should cost no more than $46 per month. However, 11% of respondents indicated they would be willing to pay over $100 for a service that meets all their needs.
A major pain point for viewers is hidden fees. Nearly 79% expressed frustration with additional subscription costs for select content. When faced with these fees:
- 73% would search for the content on another platform they already subscribe to.
- 77% would settle for something else to watch.
- 37% would consider canceling their subscription.
- 19% would sign up for a free trial on a new platform to access specific shows.
Subscriber Loyalty and Frustrations
Loyalty is tested when platforms remove shows without notice—something 69% of subscribers encountered in the past year. This led 44% to cancel their subscriptions and move to another service just to watch their favorite shows, though many (56%) admitted they would cancel as soon as they finished the series.
The Hassle of Cancellation
Canceling a subscription isn’t always straightforward:
- 39% said it was difficult to locate the cancellation option on the platform’s website.
- 36% reported an overly complex cancellation process with multiple steps.
What’s Next for Streaming Services?
Bobby Meixner, Senior Director of Industry Solutions at UserTesting, noted:
“The streaming landscape has shifted from solving content access issues to creating new challenges in content discovery. Our research shows that despite advanced recommendation algorithms, viewers spend nearly five days annually deciding what to watch—time they could spend enjoying content.”
To maintain loyalty, streaming platforms must adapt. Transparency around fees and an intuitive user experience are now critical to subscriber satisfaction.
Survey Methodology:
The survey was conducted online by Talker Research between November 2 and November 7, 2024, involving 2,000 American adults who subscribe to at least one streaming service. It was commissioned by UserTesting.