Americans now subscribe to more streaming-video services than ever: The average U.S. consumer currently pays for four different services, up from three pre-COVID-19, per a new study fromBut the quarantine-driven binge on subscription VOD may be short-lived — many people may cut back onceDeloitte conducted a pre-COVID-19 survey from December 2019-January 2020 and a second survey in May 2020 following the onset of the pandemic. About 80% of U.S.
Per Deloitte’s May survey, some consumers sign up for free trials, then cancel when the trial ends or after they finish a favorite series and switch services in search of fresh content. All of this points to an opportunity for free, ad-supported video streaming services to expand their audiences. During the pandemic, nearly half of consumers cited using at least one free ad-supported streaming video service. The majority of U.S. consumers said they want access to cheaper, ad-supported streaming video options, both before and since the COVID-19 pandemic .
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