When it comes to OTT, a subscription to just one service doesn’t cut it as a replacement for pay-TV: According to Hub Entertainment Research, most consumers in the US would need to subscribe to three or four services to meet their needs.
The firm found that only two-fifths of viewers who subscribe to one service say their entertainment needs are well met, while 47% of those subscribing to two services say the same. When viewers subscribe to three services, 51% say their entertainment needs are well met, and 62% of those subscribing to four or more services say the same.
Ironically, those subscribing to four or more services would be paying roughly the same as a basic cable subscription.
Further, most consumers want everything from one source – 69% would prefer a single service. Just 31% who prefer working with different streaming options. However, they also want the option to choose their content mix. A full 43% want a la carte options, while 10% like predetermined bundles.
“The novelty of having so many options for TV content is wearing off. Now consumers want simplicity and efficiency,” said Peter Fondulas, principal at Hub. “Bundles that aggregate content from multiple sources are highly desirable-but only if those bundles include little or no content they know they won’t watch.”