Streaming users prioritize pricing options and user-friendly interface

With so many streaming options now available to consumers around the world, entertainment companies are trying to figure out which features help them stand out from the crowd. New data from Morning Consult reveals that consumers consider several factors when deciding to sign up for a new streaming service, but three in particular are the most important: pricing options, a large content library and a user-friendly interface.

The most important features of a streaming service

  • Multiple pricing options were the feature rated most important by consumers in 10 of the countries included in the survey, while adults in 11 countries said parental controls were the least important feature. In the US, 83% of respondents said pricing options were important, while only 48% said parental controls were important.
  • More than half of consumers across all countries said it was important for a streaming service to have a user-friendly interface. Users have criticized some services, such as HBO Max, for difficult viewing experiences.
  • When it comes to a service’s catalog, respondents gave a slight advantage to quantity of content over quality content, as consumers in 13 of the countries surveyed said it was more important to have a large library than having original or critically acclaimed content.

The impact

In the global streaming wars, strategy often revolves around content, with services vying for rights to franchises and intellectual property that will likely drive consumers to their platform.

But consumers have other needs. Viewers want to be able to easily access their favorite programming and organize their viewing experiences. For example, Japanese consumers prioritize pricing options and user interface over a large library, a view shared by respondents in Brazil and the UK.

Content may still be king in the end, but clearly it will take more than good shows to convince people to empty their pockets.

Surveys conducted March 3-8, 2022 among a representative sample of 999-2,211 adults in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, in Russia, South Korea, Spain, the United Kingdom and the United States, with an unweighted margin of error of plus or minus 2-3 percentage points.

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