In Streaming, Original Films And Series Alone Aren’t The Draws They Once Were, Survey Finds; Games, Sports, News & Audio Should Also Be In The Mix

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special: In the decade since Netflix revolutionized the entertainment business by releasing House of cards, has gone from the original calling card subscriber catnap to a ubiquitous one that is easily recognized. The dominant streaming players in the coming years will be companies that are able to expand beyond fresh movie and TV fare and into sports, video games, news and audio.

That’s one of the main points of a new survey titled “What Will They Pay? The Mind of the Modern Subscriber” from the Consumer Insights Division of Publishers Clearinghouse. Known polled 15,000 Americans and teamed up with TV industry veteran Evan Shapiro to analyze the results.


When asked what type of offering they would be most inclined to pay for, 39% of respondents cited movies and scripted TV, by far the largest piece of the pie. Sports (12%), music/podcasts (11%) and gaming (7%) are other notable categories. Among 18- to 34-year-olds, gaming is up 15 percent and music/podcasts up 16 percent.

“It’s abundantly clear that having movies and TV shows is now, simply, table stakes,” writes Shapiro, a former cable network chief who is now a producer, professor and industry consultant. “They’re not differentiators at all: every service has them. In streaming TV, scripted and non-fiction TV is an expensive, hit-driven, share-shift model. Consumers of all ages and incomes have something to gain.” will sign up for them for .But if so. All You have, they won’t be around.

With churn remaining north of 30% on average, according to recent measurements, and even with once-untouchable Netflix hitting the ground running in 2022, not only attracting but retaining new customers is already a challenge. has become far more important.

Shapiro believes the trends are increasingly favoring the tech giants. “It’s no surprise that the two streaming players with the most data — Apple and Amazon — are both investing heavily in bundling together multiple genres of services. It makes perfect sense that Microsoft, which already offers gaming and productivity products is doing business with Netflix – and a bundle for all of them is more likely.”


Although it’s had major problems of late (mainly launching a cheap, ad-supported tier as a way to replace subscriber losses), Netflix has recently been investing significantly in games and interactive content. . Disney, its main global rival, has expressed a larger goal of conquering not only streaming but also the metaverse, perhaps a tacit acknowledgment that The Mandalorian-The original hit of style cannot carry the day alone.

Broken down by age groups, streamers aged 18 to 34 showed the highest willingness to pay for entertainment content. Shapiro notes, “This is likely due in part (for many Americans) to a decline in earnings after age 60. “It also has to do with plain old muscle memory. Many of us remember when there was water, radio and TV. All Free.”

Surprisingly, income is correlated with acceptance of payment for content, but it is not as determinative as it might initially seem. According to the survey, among consumers under the age of 45, low-income letters also have a significantly higher willingness to pay. About 48% of those with a household income of less than $34,000 are willing to pay, compared to 61% of households making more than $250,000 a year.

As incomes rise, so does interest in paying for sports. The category registers as the primary driver for spending on subscriptions for up to 24% of respondents, with differences due to age and income. Again, those streams largely favor Big Tech, Shapiro says, though more traditional offerings like the $20-a-month Bally+ regional streaming outlets could also potentially benefit from the appetite for sports.


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