What Consumers Want to Pay for Netflix, Disney+ and More Streamers (Study)

variety.com:

Jennifer Maas TV Business WriterIt should come as no surprise that cost is the main reason given for why someone will likely cancel a streaming service subscription — but what might be surprising is what those consumers feel is actually a fair price for Netflix, Disney+ and more platforms.According to Fandom’s second annual State of Streaming report, which was released on Tuesday by the mega-fan platform, 61% of those surveyed believe their streaming subs are too expensive and value the average streamer at $7.46 monthly.Here are the “average prices” consumers want to pay for top SVODs, per the Fandom study, in descending order: Netflix ($10.60), HBO Max ($9.30), Disney+ ($9.20), Hulu ($8.60), Amazon Prime Video ($8.60), Apple TV+ ($6.9), Paramount+ ($6.8) and Peacock ($5.5).

The same report also revealed that 62% of surveyed consumers think “genre is the key differentiator” between streaming platforms, “with Disney+ being acknowledged as the genre-leader to date.”“I always look at originals and the way that they market originals is really the key to not only capturing audience, but keeping audience,” Anthony Iaffaldano, Fandom’s vice president of insights, told Variety. “And it turns out that’ll get you in the door and get you a credit card down.

But once in the platforms, a lot of subscribers really feel that they don’t know what’s coming. They feel overwhelmed. They don’t feel that the platforms do a great job of telling them.”He continued: “While you’ll always know when the core property for you has something new coming out, because you’ll hear about it in the market, when someone watches the show that they subscribed for, their next move is to figure out if there is other stuff like it.