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State of Play: Nielsen's yearly "State of Play" survey features insights from consumers about their views of streaming products and shows. The 2022 report indicates that the majority of Americans are overall happy with their streaming options -- 72% of respondents said that they "love" the user experience with their favorite streaming service -- and are starting to spend more money per month on streaming subscriptions. Consumers ages 35-49 currently spend the most on streaming services; 24% of this demographic in the US pay for five or more simultaneous services. Weekly Streaming Time: It logically follows that US consumers are willing to spend a bit more on streaming, as they're spending more of their leisure time watching streaming content. Nielsen's average weekly time spent streaming video online was up 18% from February 2021 to February 2022, to 169.4 billion minutes. Americans are largely happy with their current streaming plans as well; 93% said they plan to either keep the streaming plan that they current have or add additional services. Inaccurate Reporting: Note that, because Nielsen survey data is self-reported, it's not always accurate at predicting the future. Other studies and surveys looking at "churn" or cancellation of services indicate that a significant number of people who responded that they don't plan to cancel services will ultimately choose to do so, even though they don't realize it now. |
