Streaming Services & Video Content

Since states began issuing stay-at-home orders in mid-March, Americans have turned to their devices as a source of entertainment, subscribing to new streaming video services and spending more time watching their favorite content. Entering the steaming wars as the short form video platform for people on go, Quibi has faced slow subscriber growth since its launch in April. However, with HBO Max making its big debut on May 27, it will be interesting to see how new and old streaming services alike fare as states lift restrictions and consumers reclaim some of their recreational freedom.

To get a better understanding of shifts in streaming behavior across generations, we asked our audience whether they’ve subscribed to a new service since the start of quarantine and if they’re spending more time watching video content while confined to their homes. With user acquisition and retention a key priority for streaming service providers during this time, we also explore password sharing among friends and family and the likelihood of consumers paying for a streaming service after the free trial period ends.

May 27, 2020

New Streaming Subscribers

Have you subscribed to any new streaming services since the start of quarantine?

17% of Americans have subscribed to one or more new streaming services since stay-at-home orders took effect in mid-March.

A circle graph showing if respondents have subscribed to any new streaming services while in quarantine

36% of Gen Zers have subscribed to one or more new streaming services since the start of quarantine, compared to just 9% of baby boomers. Both Gen Z and millennials are more likely to have subscribed to multiple new streaming services, rather than just one.

A bar graph breaking down if generations have subscribed to new streaming services during quarantine

Do you plan to pay for your new streaming subscription after the free trial period ends?

58% of those who have signed up for a new streaming service plan to pay for their subscription after the free trial period ends.

Gen Xers are most likely to pay for a new streaming subscription once the free trial period expires. Gen Zers are most likely to cancel their new streaming service post-trial.

A bar graph showing if respondents will pay for a new streaming service after the free trial by generation

What would be most likely to cause you to cancel a streaming subscription?

The top 3 reasons for canceling an existing streaming service subscription include price (40%), switching to a better service (22%), and issues the with number of ads (19%).

When deciding whether or not to cancel a subscription service, removal of content matters most to Gen Z. Less brand-loyal when it comes to streaming services, baby boomers are more likely to cancel an existing streaming subscription when they find a better one.

Password Sharing

Do you pay for your own streaming service subscription or use someone else’s login?

42% of Americans use someone else's login to sign in to their favorite streaming service, while 20% rely solely on their friend or loved one's password for access to streaming content.

A circle chart showing if respondents pay for their own streaming service or not

Gen Zers are most likely to depend on someone else's password to access streaming content. As Americans get older and accumulate more disposable income, they are also more likely to pay for their own streaming services.

With whom would you be most likely to share your streaming password?

68% of Americans who pay for their own streaming service subscription would be most likely to share their password with a family member or significant other.

Compared to other age groups, Gen Zers are the most likely to share their password with friends (31%), while millennials are the most likely to share with a significant other (28%).

Time Spent Streaming

Are you streaming content more or less than normal during quarantine?

34% of Americans are streaming more content than normal during quarantine.

A circle graph showing if respondents are streaming more or less content during quarantine

Gen Z and millennials have increased their streaming activities more than their older counterparts. More than half of baby boomers are streaming the same amount of content while in quarantine. Gen Z is the only group in which those streaming less content (32%) surpass those streaming the same amount (28%).

A bar graph breaking down by generation if they are streaming more or less content while in quarantine

How many hours per day do you spend streaming video content?

61% of respondents spend 2 hours streaming content

28% of respondents spend 3-6 hours streaming content

12% of respondents spend 7 or more hours streaming content

40% of Americans are spending 3 or more hours streaming video content per day.

A bar graph comparing how many hours respondents spend streaming content by generation

Gen Z and millennials spend the most time streaming video content per day. 55% of Gen Zers spend over 3 hours daily streaming video content, compared to 48% of millennials. As Americans get older, they are most likely to spend less than 2 hours streaming daily.

See what other insights we've gathered to date

General Sentiment

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FAQs

How is this data collected?

‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.

Who is the audience?

Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:

Demographic Attribute	Over Penetrated Among
Age	Median: 38 61% between the age of 18 & 44
Gender	50/50 Male/Female
Education	High School Degree or Some College
Homeownership	61% Renters
Households with Children	42% of Audience

How many people were surveyed?

On average, 150,000 – 175,000 consumers respond daily.

How often do you engage with this audience?

Daily

Is the data weighted?

No, but representative of the overall Fluent Audience.

How do you protect consumers data privacy?

All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.

What was your methodology?

Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.