Streaming video may be undergoing a post-pandemic shift.
The uptick in new streaming subscriptions has slowed as COVID-19 restrictions began to ease this spring. The number of U.S. homes taking out a new subscription dropped to 3.9% in the April-June 2021 period, down from 12.9% in the same period a year ago, finds Kantar Entertainment on Demand data.
That’s the lowest new subscription rate since the consulting firm launched the tracker in the first quarter of 2020.
Still, U.S. homes with streaming subscriptions remained constant at 75%, translating to about 95.8 million households with subscriptions, Kantar says.
Many streaming video lovers binged on services during the coronavirus pandemic and are looking to cut back on some subscriptions. On the rise: homes with three or more subscriptions – some paid and bundled, others on a trial basis or used with a borrowed password – up to 52%, compared to 45% a year ago, according to a survey of 4,000 U.S. internet users from earlier this year by London-based Ampere Analysis.
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And more than one-fourth (29%) of homes have access to five or more services, Ampere Analysis found. That has many thinking they need to lessen the subscription load.
With at least seven apps including YouTube TV and ESPN+, Andre Montgomery, a human resources executive…
