Americans are sticking with their new video streaming platforms

Aishwarya Dabhade
May 27, 2021, 9:25 AM GMT+0

After more than a year of being stuck at home, streaming platforms and the galaxy of content available on them represented one of the easiest ways to kill time. Now, after a successful vaccination drive, the United States is easing restrictions on travel and is set to open public spaces with compliances intact. But are Americans ready to let go of their streaming platforms as they venture out and make up for lost time and freedom? Not really, data suggests.

A recent survey by YouGov Direct reveals that eight in every ten Americans have one or more paid streaming services subscription. Nearly a quarter of American adults (23%) subscribe to two streaming platforms; 20% subscribe to three; while 12% subscribe to four. Only 15% don’t subscribe to any paid services.

More than half (53%) of American adults have no intention to cancel their ongoing streaming platform subscription, either. In fact, only 21% say they have definite plans to cancel at least one streaming platform in the next three months.

So, while most Americans plan to keep hold of their streaming subscriptions, do they plan to use them as much?

In fact, two-thirds of Americans (66%) tell us they will continue with the same amount of streaming over the next three months. Only 10% of adults in America say they will watch fewer videos in the next three months.

So if they’re not willing to give up streaming services, what are Americans’ thoughts on reducing subscription costs in other ways?

US consumers seem to be equally divided about paying a lower monthly fee in exchange for seeing more advertisements – 45% would consider it against 46% who wouldn’t. Younger adults are slightly more likely to consider the idea. More than half of 18-29-year-olds (53%) and 30-44-year-olds (52%) would consider paying a lower fee in exchange for seeing more advertisements. But two-thirds of Americans over the age of 65 say they wouldn’t consider ad-supported services in exchange for a lower monthly cost.

Streaming platforms have gone some way to replacing several sources of entertainment during the pandemic. But even as a post-COVID world re-opens, Americans seem reluctant to compromise on their home entertainment options.

Methodology: YouGov polled 1,200 US adults online on April 21, 2021 between11:45 a.m. ET and 1:48 p.m. ET. The survey was carried out through YouGov Direct. Data is weighted by age, gender, education level, political affiliation, and ethnicity. Results are nationally representative of adults in the United States. The margin of error is 4.1% for the overall sample. Learn more about YouGov Direct.

Explore more data & articles