In world now awash with subscription streaming services, it seems we do have a limit on what we’d spend signing up to them. New research reveals that seven out of ten Brits are not prepared to fork out more than £20 per month, a drop of £5 compared to last September.
This could mean a reduction of up to £97.3 million potentially available to subscription-funded services, from the UK population overall, according to The Trade Desk, which carried out the study amongst 1,500 UK consumers last month.
The research also reveals that a third of Brits (33%) now say that £10 is the maximum they’d be willing to spend per month on streaming services – up from 26% who cited the same figure in September last year.
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Over the same time frame, the number of people prepared to spend over £25 per month has more than halved.
But while 60% of Brits report that they believe streaming services are too expensive, appetite for new TV content remains high with well over half (58%) of Brits signing up to a new streaming service since the Covid-19 lockdown began.
As a result, acceptance of ads has grown, with 70% reporting preferring to see more relevant advertising than pay more to watch TV.
Additionally, 84% reported being open to adverts if it means they can watch an episode of their favourite show for free, without interruption, afterwards. And nearly half of those surveyed (47%) would altogether prefer to watch streamed content using a free, or cheaper, service supported by ads.
Disney’s new streaming service, Disney+, almost doubled its global subscriber numbers to 50 million since its launch in February. Netflix, which has more than 160 million subscribers, took more than seven years to reach the same milestone.
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