One-in-three people with streaming subscriptions share accounts with other households – Deloitte
- Deloitte estimates that 35% of people with access to a subscription-video-on-demand (SVOD) service are sharing at least one of their subscriptions with other households;- One-in-four users (25%) are sharing the cost of an SVOD platform they use, rising to 34% for 16-24 year-olds;
- More than half (57%) of respondents who share a paid SVOD service say they would stop using the service if subscription sharing was banned;
- Meanwhile, 21% of consumers say they have cancelled an SVOD service in the last year, with the rising cost-of-living a driver in cancellations.
More than a third (35%) of people with access to a subscription-video-on-demand (SVOD) service are sharing at least one of their subscriptions with others outside their home, according to Deloitte.
Subscription sharing has also become more formalised, with a quarter of users (25%) sharing the cost of an SVOD platform they use with other households. This is also most prolific among younger users, rising to 34% for 16-24 year-olds and 32% for 25-34 year-olds.
The number of subscriptions per person is still rising, up from 2.46 in 2022 to 2.62 in 2023, an increase of 6.5%. However, this growth is at a much slower pace relative to 2018-2021, when the number of subscriptions per respondent rose 60%, from 1.45 to 2.33.
“In order to reduce levels of churn, we may see more SVOD platforms teaming up with other media, telecoms, or financial providers to offer bundled deals; securing new and existing users in longer-term contracts. Meanwhile, a continued focus on producing a diverse range of high-quality content that is accessible for all consumers will be key.
-ENDS-
Notes to editors
Deloitte’s Digital Consumer Trends is a global survey measuring public perception of digital products and services. Spanning 14 years, our research in this field has tracked the history of smart devices such as phones, tablets and VR headset, and applications, like social media, video streaming, and artificial intelligence.
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Hannah Gowen
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