Content overload and hidden fees cause frustration among streaming service subscribers, sparking subscription fatigue
“When a show disappears, loyalty takes a hit”
The survey of 2,000 American streaming subscribers underscores a critical pain point: content overload. One in five respondents feel it’s harder to find something to watch today than it was a decade ago, with 41 percent citing bloated content libraries as a primary frustration and 26 percent feeling overwhelmed by the sheer volume of original programming.
“Despite advanced recommendation algorithms, viewers are stuck in a paradox of choice, losing precious time to endless scrolling,” said Bobby Meixner, Senior Director of Industry Solutions at UserTesting. “The streaming landscape has shifted from solving content access challenges to creating content discovery dilemmas.”
Key Findings from the Study:
- Algorithms Add Complexity: While 75 percent of subscribers appreciate recommendation algorithms, 51 percent find the quantity of suggestions overwhelming, expressing a desire to watch everything recommended.
- Changing Viewing Habits: Almost half (48%) no longer subscribe to traditional cable, opting for streaming due to variety (43%), exclusive shows (34%), and convenience for on-the-go viewing (29%).
- Dissatisfaction with Current Options: Over half (51%) of respondents would prefer more streaming service options, even if they include ads, with an ideal monthly cost of no more than $46 USD.
- User Interface Matters: A platform’s user interface plays a massive or significant role in subscription decisions for 52 percent of subscribers.
Subscribers also voiced strong opinions on hidden fees and unexpected content removals, with 79 percent expressing frustration over additional subscription charges for select content and 69 percent encountering situations where desired shows had been removed.
Opportunities for the Industry:
When asked to describe their dream streaming service, subscribers envisioned platforms with:
- Premium networks included at no extra cost (40%)
- Easy-to-navigate interfaces (39%)
The survey also revealed subscribers’ adaptability in managing costs, with many using free trials (19%) or switching platforms to find specific shows (44%). This study not only sheds light on the frustrations plaguing consumers, but also underscores the need for streaming services to innovate in both user experience and transparency.
“When a show disappears, loyalty takes a hit,” noted Meixner. “Transparency, user-friendly interfaces, and balanced content offerings are no longer just nice-to-have features—they’re critical to maintaining subscriber loyalty.”
