Latest research from Ampere Analysis says 18 to 34s pay more than any other age group for content services but are also the most likely to churn if a service fails to live up to expectations.
Among those thinking of leaving their service, 36% cited cost as a factor, but for young people, access, variety, and convenience are also important features in a subscription service.
However, cost is not the decisive factor. The group is more likely to to rent (+29%) or buy (+15%) films and TV. Young consumers are significantly more likely to subscribe, cancel, and resubscribe to video-on-demand services depending on whether appealing content is available. Over half (58%) reported this behaviour, compared to a global average of 40%.
Isabelle Charnley, Consumer Analyst at Ampere Analysis, says: “The growing signs of indifference among young consumers towards subscription OTT services signals a need for platforms to rethink their position. While viewers subscribe to more SVOD services than ever, loyalty is increasingly reserved for a select few.
Charnley says many 18 to 34s turn to social media for quick, frictionless content to avoid decision fatigue. “To stay relevant, streamers must either position themselves as lean, cost-effective complements to premium services, with a clear and defined role in the content stack or elevate their core value proposition to justify a higher price point. Players must deliver deeper, more consistent value through engaging content, flexible access, and a compelling user experience that keeps audiences coming back.”
