Price Sensitivity Way Up Among Subscription Streaming Customers

Promotions are now the top driver for signups and price has risen to be the No. 2 consideration for cancellations, according to recent surveys conducted by NPD Group.

Study: Average Viewer Uses 7 Streaming Services

As the number of streaming services continues to grow, consumers are embracing their options by increasing the average number of streamers they watch, according to a new study from NPD Group. NPD’s TV Switching Study tracks the changes in the ways U.S. consumers view and buy digital content. In its most recent edition of the study, NPD found that the average consumer uses seven subscription (SVODs) and free streaming services, up from five as of April of this year.

Connected TV Devices Reach Tipping Point

According to The NPD Group, half of Internet-connected homes in the U.S. have a device that connects their television to the Internet (the tally includes Internet-enabled TVs, as well as separate devices Blu-Ray disc players, video game consoles and commercial streaming media players, that use the TV as a screen). In total, 46 million homes had some sort of connected-TV device in the second quarter of this year, up four million from the same period last year, according to NPD.

Connected Homes Show Continued Growth

Connected TV homes continue to make gains in the TV marketplace. Now 45% of TV sets sold in the U.S. are connected TVs — up from 34% a year ago and 24% two years ago, according to The NPD Group. And those who made those purchases are increasingly activating their connected TV sets: 69% of those Internet-capable TVs are connected, up from 45% two years ago.

Showtime, HBO, Starz Blast Study On Sub Losses