Momentive study: telecom and streaming preferences

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Momentive study: telecom and streaming preferences

Netflix and other streaming services see strong demand for cheaper, ad-supported plans.

May 30, 2022 | 2 min read

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Key findings:

  • Nearly 1 in 7 video streaming service subscribers share passwords.
  • Cracking down on password sharing shows signs of backfiring, as only a small minority of users plan on paying for an individual subscription.
  • Netflix and other streaming services see strong demand for cheaper, ad-supported plans.
  • According to a conjoint analysis, monthly price and flexibility in number of users included in a streaming plan drive preference for streaming service plans, with advertisements and exclusive content seeing little impact.
  • Awareness of and demand for 5G is highest in the U.S., while Ireland falls behind in adoption.

Cracking down on password sharing shows signs of backfiring

Across all markets, nearly 1 in 7 video streaming service subscribers share passwords instead of paying for their own subscription or joining a group or family plan, a trend seen across all streaming services, including Netflix. Among those who share account details with others, a majority share with more than 1 user.

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Plans to increase subscriber counts by cracking down on password sharing may backfire: only a small minority of users who access a streaming service are planning on signing up for their own individual accounts if their main streaming service provider prohibited account sharing.

  • In the U.S., 15% plan on paying for an individual subscription, and 29% joining a family plan. Nearly 3 in 5 (57%) plan on switching to another streaming service plan that allows password sharing (33%) or plan to leave the plan altogether (23%).
  • Users in the UK and Netherlands are more open to paying for an individual plan (22% and 25% respectively), with less than half (41% and 46%) expecting to jump ship to another service or leaving the service.

Consumers show strong demand for cheaper, ad-supported plans

Streaming services may see greater success by offering greater flexibility in their plans, as multiple providers (Disney+, Netflix) consider lower-priced subscription plans supported by advertisements. Nearly half of all subscribers in the U.S. (45%), Netherlands (46%) and Ireland (44%) say they are likely to switch to a cheaper, ad-support plan if available. Subscribers of both Netflix and other streaming services see similar levels of demand for such offerings.

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Ads have little impact on consumer preferences for streaming service plans

Despite the original premise of delivering content without advertisements, results from a Conjoint analysis show that advertisements have much less impact on consumer preference for a streaming service plan: the monthly price of the plan and the number of users included in a plan far outweigh both exclusive content and the presence of advertisements when choosing a plan.

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Global adoption of 5G continues to increase

Awareness of and demand for 5G exceeds 50% in all markets, led by the U.S. More than 2 in 3 (71%) U.S. adults are familiar with the technology, compared to 64% in the UK, 57% in the Netherlands, and 61% in Ireland. Similarly, 5G has become a standard expectation for cell phone service plans and devices.

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Read more about our polling methodology here.

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