2024-01-10 16:39:22
Published on Jan 10, 2024 at 5:06 p.m.Updated Jan 10, 2024 at 5:39 p.m.
Faced with the increase in the prices of their video streaming subscriptions for more than a year, which is added to that of other expenses, consumers are adapting and the first effects of their decisions are starting to be felt. “In the United Kingdom, for example, the average prices of SVoD services increased by 19% in 2023, much more than inflation,” notes Alice Enders, co-founder of the firm Enders Analysis, for whom “the question of elasticity of demand arises. In the United States, the aggregate prices of these services are now equivalent to those of cable subscriptions.
Faced with this surge, the risk of unsubscription (or “churn”) is increasing. The phenomenon is tangible in the United States. According to a study by the Antenna firm relayed by the American magazine “Fortune”, the monthly unsubscription rate for the main services – including Apple TV +, Discovery +, Disney +, Hulu, Max, Netflix, Paramount +, Peacock and Starz – reached 6.3%. last November, compared to 5.1% in November 2022. Nearly 25% of subscribers would have canceled at least three services between November 2021 and November 2023, compared to 15% between November 2019 and November 2021, specifies “Fortune”.
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