Consumers love streaming services.
In a survey it conducted for its latest Total Audience Report, U.S. data and measurement firm Nielsen found that, even as the number of streaming services rise, 93% of respondents would keep paying for the ones they have or subscribe to new ones.
In 2019, consumers could choose from over 646,000 different titles across traditional broadcast TV and streaming platforms, up nearly 10% from 2018, according to Nielsen. Of those, about 9% were only available on a streaming service such as Netflix, Disney+, Apple TV+ or CBS All Access.
Technology and media investors may fear that the market is becoming too crowded to accommodate new services. But the Nielsen survey suggests consumers will keep signing up. Streaming is particularly popular among young adults. Among 18- to 34-year-olds who participated in the Nielsen survey, 96% subscribe to a paid streaming video service.
Nearly one-third of all respondents and almost half of respondents aged 18 to 34 say they subscribe to three or more paid services – leaving plenty of room for other services that are launching this year. New entrants include Warner Media’s “HBO Max” and Comcast’s “Peacock” streaming services.