The subscription streaming VOD service market exploded after Millennials (25-40 years old) increasingly turned a cold shoulder to legacy bundled pay-TV programming in search of less-expensive over-the-top video alternatives.Now, that SVOD subscription growth has slowed, and more consumers, i.e., Millennials, are opting for cheaper ad-supported subscription tiers and free ad-supported streaming television options. While consuming TV shows or movies at home remains dominant for the Gen X and Baby Boomers (41-75 years), across all generations there are mounting frustrations with SVOD. Nearly half of consumers say they pay too much for the SVOD services they use and about a third intend to reduce the number they subscribe to, according to new data from Deloitte.
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