Media industry insights: How in demand is on-demand?

Each month we use our amazing platform and insight team to take a deep-dive into a different industry to understand current trends and what’s driving consumer behaviour. This month it’s Media & streaming/Video On-Demand services. Register to download the full PDF below and keep up to date on our content, including more industry insights, downloadable ebooks and reports, webinars & more…

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What we’re seeing

The first quarter of 2022 saw a drop in 1.5million UK SVOD subscriptions, and consumers acknowledge this decline…

  • 21% of SVOD subscribers are no longer using paid-TV streaming services or are using them less
  • 18% of free-to-use streaming service users are no longer using these services or are using them less

 “We have definitely tried to streamline our spend on stuff like subscriptions, whether that is Spotify or even expensive food boxes. Streaming platforms are easy to cull first.” – Male, 25-34

The quality of content is an issue amongst those using them less or not at all anymore.

  • 31% of streaming service users believe it’s important to have original content


  • 22% say there’s not as much ‘must-watch event’ content on video on demand services as before
  • 1 in 5 believe the quality of programming/content coming from paid steaming services has declined recently

 “I’m finding it tougher to find content I really enjoy now. It always felt like there was always something top quality to watch but now it feels a lot of meh shows with top quality once in a while.” – Male, 45-54

And the quantity of content can be daunting too.

  • 1 in 4 believe video on demand services are choosing quantity over quality
  • 17% turn off video on demand services if they can’t choose what to watch
  • 16% believe the amount of content on video on demand services makes it difficult to find something

“Netflix and Amazon used to suggest really relevant content for me, but I think I’ve watched one chick flick and now that’s all they suggest and I really struggle to wade through it all and find the gritty content that I actually love.” – Female, 35-44

What’s next?

With the rising cost of living, subscribers are re-evaluating their relationships with SVODs. Services which don’t deliver on quality are likely to be cut…

  • 27% believe there are too many video on demand services to subscribe to
  • 22% are reducing the number of paid subscriptions they have because of the cost of living crisis
  • 22% believe the quality of content available on paid-TV streaming services no longer justifies the price

 “Sometimes I do look at how much we have spent on subscription services per month and think we should just choose one and save some money. We do use it a lot but it is a luxury so might have to go if things get too expensive in the winter months.” – Female, 25-34

“We’ll still pay for Netflix and probably Amazon Prime and Now, but I’ll be more reluctant to waste money on additional Now subscriptions such as their sports package, and wouldn’t consider signing up to any other on demand services.” – Male, 25-34

Despite widely publicised numbers of people unsubscribing, Netflix is still the service many would choose if they could only have one video on demand service…

  • 37% Netflix, driven by under 55s
  • 21% BBC iPlayer driven by over 55s
  • 13% Amazon Prime TV

“We seem to cherry pick services now. We will subscribe to Disney+ for one series then cancel, same with NOW TV. Netflix is always on.” – Male, 25-34

“I used to pay for multiple subscription services like Disney+ and Apple+, but now I just use the family Netflix and Amazon account to save money.” – Female, 25-34

Download ‘What’s happening in…Media’!

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