(Credit: DANIEL CONSTANTE/Shutterstock)
NEW YORK — In an era of endless entertainment options, streaming subscribers are drowning in choices — and not in a good way. A new survey reveals a startling paradox: despite having more content at their fingertips than ever before, viewers are struggling to find something worth watching.
Commissioned by UserTesting and conducted by Talker Research, the survey exposes the growing frustration with the current streaming landscape. The research paints a vivid picture of entertainment exhaustion, revealing that the average person now spends a staggering 110 hours per year — nearly five full days — simply scrolling through streaming platforms in search of something to watch.
One in five subscribers believe finding something to watch is harder now than a decade ago, a sentiment rooted in the overwhelming abundance of content. Forty-one percent of respondents struggle with increasingly large content libraries, while 26% feel there’s an overproduction of original content.
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“The streaming landscape has evolved from solving the problem of content access to creating a new challenge of content discovery,” says Bobby Meixner, Senior Director of Industry Solutions at UserTesting, in a statement.
This observation is backed by intriguing revelations that highlight the complexity of our modern entertainment landscape. While 75% appreciate streaming service algorithms for providing accurate recommendations, 51% simultaneously admit feeling overwhelmed by the sheer quantity of suggested content.
Traditional TV is rapidly transforming too
Researchers found that 48% of subscribers have already abandoned cable television. TV viewers have been drawn to streaming platforms for various reasons, including content variety (43%), access to shows not available on cable (34%), and the convenience of on-the-go viewing (29%). However, the audience’s satisfaction remains elusive. In fact, 51% of subscribers would welcome more streaming options, even if those options include advertisements.
When envisioning their ideal streaming service, subscribers prioritized some specific features. Four in 10 desired premium channels and networks at no additional cost, while 39% emphasized the importance of an easy-to-navigate interface. The average subscriber believes a comprehensive streaming service should cost no more than $46 per month, though 11% would be willing to pay over $100 for the right service.
Hidden fees and content availability present significant challenges to subscriber loyalty. Seventy-nine percent expressed frustration with streaming services requiring additional subscription fees for select content. When encountering these fees, viewers respond dramatically: 73% look for the content on another platform, 77% give up and watch something else, and 37% consider canceling their subscription altogether. One in five would even resort to signing up for a free trial just to watch a specific show.
What do loyal customers want?
The study also revealed the precarious nature of content loyalty. Two in three people have opened a streaming service only to find the show they signed up to watch had been removed from the platform. Forty-four percent would switch services to continue watching a favorite show, with 56% planning to cancel their subscription immediately after finishing that show. The cancellation process itself becomes another point of friction, with 23% of subscribers reporting difficulties, including challenges in finding the cancellation option (39%) and overly complicated multi-step processes (36%).
The design of these streaming platforms is also a critical factor for potential subscribers. Fifty-two percent said that a platform’s user interface plays a massive or significant role in their subscription decisions.
“We’re seeing a fundamental shift in how streaming platforms need to approach user experience,” Meixner suggests.
As the streaming industry stands at a crossroads, the research shows these services must now balance content abundance with accessibility and transparency to keep their loyal subscribers.
Survey methodology
Talker Research surveyed 2,000 American adults who subscribe to at least one streaming service; the survey was commissioned by UserTesting and administered and conducted online by Talker Research between Nov. 2 and Nov. 7, 2024.
