Audiences demand more from their streaming services

The Future. As the streaming wars reach their apex, audiences are now demanding even more of the services they subscribe to — gaming, audio, sports, etc. With so many services to choose from, the companies that can offer the most varied amount of content may be the ones that keep subscribers’ attention… and business.

All in one place

Publishers Clearing House’s new report, “What Will They Pay For? The Mind of The Modern Subscriber,” gives a glimpse into what users are now looking for from streaming services.

Here are some key findings, per Deadline:

• While 39% of respondents are “most inclined” to pay for scripted film and TV, sports came in at 12% and gaming at 7% (15% for audiences 18-34).

• And for that key 18 to 34 cohort, music and podcasts are at a high 16%.

• When it comes to paying for a streaming service, differences in income don’t necessarily influence purchasing behavior — 48% of those who make under $34,000 a year are willing to pay, while 61% making over $250,000 are as well.

• So, if money isn’t that much of an issue, then it’s all about offering enough services to minimize the subscriber churn rate — which is at about 30% per month across the board.

• There’s one thing that is affected by income: the interest in paying for sports. The more people make, the more they’re willing to pay for exclusive sports content.

Considering the data, it’s no wonder that Netflix is pushing hard into gaming and livestreaming, Disney is experimenting with AR and theme park tie-ins, and everybody (in general) is trying to make their mark in sports.