Ampere: SVOD Subs 18 to 34 More Likely to Stack & Churn

SVOD subscribers aged 18 to 34 subscribe to more services than average audiences but are more likely to churn if a platform is not meeting their needs, according to Ampere Analysis.

Members of this demo each have about 4.2 SVOD subscriptions, higher than the 3.3 average. They are more likely to rent (29 percent) or buy (15 percent) films and TV. They are also cost-conscious, with 36 percent saying price is a reason they’d abandon a service in the next 12 months. Those aged 18 to 34 are prone to subscription cycling, canceling and then resubscribing, with this behavior reported by 58 percent of respondents, as compared with the average of 40 percent.

This age group is also more loyal to social media than SVOD streaming; 85 percent use a social video service daily, while only 52 percent return to subscription OTT platforms each day.

They also ascribe more to value than just cost, stressing the importance of access, variety and convenience.

Isabelle Charnley, consumer analyst at Ampere Analysis, said: “The growing signs of indifference among young consumers towards subscription OTT services signal a need for platforms to rethink their position. While viewers subscribe to more SVOD services than ever, loyalty is increasingly reserved for a select few. Many turn to social media for quick, frictionless content to avoid decision fatigue. To stay relevant, streamers must either position themselves as lean, cost-effective complements to premium services, with a clear and defined role in the content stack or elevate their core value proposition to justify a higher price point. Players must deliver deeper, more consistent value through engaging content, flexible access, and a compelling user experience that keeps audiences coming back.”