Too Many Streamers?

How much are Americans willing to budget for streamers?

A new survey from ad tech company The Trade Desk has found that more than half of consumers – 59% – are not willing to pay more than $20 a month for streaming services, and 75% draw the line at $30.

It’s already a crowded field, with giants Disney+ and Apple TV+ having launched in November, and NBC’s Peacock and HBO Max due to arrive in 2020. Among the big three established streamers, more than half of U.S. households (53%) subscribe to Netflix, followed by Amazon Prime (43%) and Hulu (29%).

“With consumers experiencing subscription fatigue and unwilling to subscribe to more than one or two premium services, broadcasters have to figure out how to continue to fund this new golden age of TV,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk.

The survey did suggest an opportunity for ad-supported streamers, but with an important caveat. More than half (53%) of consumers would watch commercials (every other episode of their favorite show) in order to lower subscription costs. But respondents (46%) objected having to watch the same commercial repeatedly.

“This indicates that ads will fund the future of streaming TV, and that broadcasters and advertisers have an opportunity to improve the advertising experience in a way that simply is not possible with traditional, linear TV,” said Stempeck.

For more about the survey, visit

About Larry Greenberg

A former local beat reporter and film critic, co-founder Lawrence Greenberg has more than 25 years’ experience as a writer and public relations executive.

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