Content overload and hidden fees cause frustration among streaming service subscribers, sparking subscription fatigue

SAN FRANCISCO: UserTesting, the leading provider of human insights for innovators, today announced a new survey exploring streaming habits, commissioned by UserTesting and conducted by Talker Research. The survey reveals that the average American streaming service subscriber spends a staggering 110 hours a year—nearly five full days—deciding what to watch. This startling figure highlights the growing challenge of navigating an ever-expanding universe of content in the modern streaming landscape.

The survey of 2,000 American streaming subscribers underscores a critical pain point: content overload. One in five respondents feel it’s harder to find something to watch today than it was a decade ago, with 41 percent citing bloated content libraries as a primary frustration and 26 percent feeling overwhelmed by the sheer volume of original programming.

“Despite advanced recommendation algorithms, viewers are stuck in a paradox of choice, losing precious time to endless scrolling,” said Bobby Meixner, Senior Director of Industry Solutions at UserTesting. “The streaming landscape has shifted from solving content access challenges to creating content discovery dilemmas.”

Key Findings from the Study:

• Algorithms Add Complexity: While 75 percent of subscribers appreciate recommendation algorithms, 51 percent find the quantity of suggestions overwhelming, expressing a desire to watch everything recommended.
• Changing Viewing Habits: Almost half (48%) no longer subscribe to traditional cable, opting for streaming due to variety (43%), exclusive shows (34%), and convenience for on-the-go viewing (29%).
• Dissatisfaction with Current Options: Over half (51%) of respondents would prefer more streaming service options, even if they include ads, with an ideal monthly cost of no more than $46 USD.
• User Interface Matters: A platform’s user interface plays a massive or significant role in subscription decisions for 52 percent of subscribers.

Subscribers also voiced strong opinions on hidden fees and unexpected content removals, with 79 percent expressing frustration over additional subscription charges for select content and 69 percent encountering situations where desired shows had been removed.

Opportunities for the Industry:

When asked to describe their dream streaming service, subscribers envisioned platforms with:

• Premium networks included at no extra cost (40%)
• Easy-to-navigate interfaces (39%)

The survey also revealed subscribers’ adaptability in managing costs, with many using free trials (19%) or switching platforms to find specific shows (44%). This study not only sheds light on the frustrations plaguing consumers, but also underscores the need for streaming services to innovate in both user experience and transparency.

“When a show disappears, loyalty takes a hit,” noted Meixner. “Transparency, user-friendly interfaces, and balanced content offerings are no longer just nice-to-have features—they're critical to maintaining subscriber loyalty.”

Click the link to access the full Streaming Fatigue Goes Global Report.

Survey Methodology

The survey was conducted online by Talker Research between November 2 and November 7, 2024, and commissioned by UserTesting. It sampled 2,000 American adults, 1,000 Australian adults, and 1,000 British adults who subscribe to at least one streaming service.

About UserTesting
UserTesting is the world’s leading provider of human insights, empowering teams to co-create with customers and drive continuous innovation. By combining technology with real human feedback, UserTesting enables faster, smarter decisions, helping organizations build market-leading products and enhance customer experiences. Trusted by over 3,000 companies, including 75 of the Fortune 100, UserTesting shifts businesses from reactive to proactive in addressing customer needs, further driving growth and transforming customer experiences. Learn more at www.usertesting.com.

Fonte: Business Wire