Navigating the Streaming Landscape: Costs Up, Subscribers Down?
Streaming Landscape: Costs Up, Subscribers Down?
In the ever-evolving world of streaming services, recent announcements of price hikes by industry giants such as Disney+, Netflix, Apple, Paramount+, and Peacock have left subscribers and industry insiders alike pondering the future of their favorite streaming platforms. This wave of price increases comes with a backdrop of increasing costs, slowing subscriber growth, inflation, labor strikes in Hollywood, and strategic shifts in advertising models. What are the dynamics surrounding these developments shaping the streaming industry?
Streaming Subscriber Trends
As these price hikes unfold, a transformation is underway in the streaming subscriber landscape. Subscription-only, ad-free streaming platforms have seen a decline of 30% in viewer time spent during the second half of 2022. In stark contrast, ad-supported connected TV (CTV) has surged by 55%, now capturing a significant 48% share of viewer time, according to data from TVision. This shift reflects changing viewer preferences and a growing appetite for ad-supported options.
Recognizing this rising demand for more affordable or even free streaming alternatives, industry leaders like Netflix and Disney+ strategically pivoted and entered the ad-supported arena, introducing advertising-supported options for their services in late 2022.
Rising Costs and Declining Revenue Per Customer
Netflix Inc. (NFLX) had already raised its prices in 2022, as did Apple Inc. (AAPL) for its Apple TV+ and Apple Music services. Paramount+, Peacock, and other streaming services have also recently followed suit with price hikes of their own.
The rise in subscription prices can be attributed to several factors. Streaming providers are facing increasing costs to create and maintain their vast content libraries. Original content production and licensing deals with studios and production companies doesn’t come cheap. This financial burden is exacerbated by slowing subscriber growth and, in some cases, subscription declines, making it essential for companies to maintain profitability.
Moreover, creeping inflation has hit the entertainment industry, forcing providers to adapt to rising expenses. Additionally, labor strikes in Hollywood have disrupted content pipelines, potentially affecting the availability of new and popular content in the future.
Intriguingly, some providers have opted to increase the cost of ad-free options while keeping ad-supported prices the same. This move appears to be a strategic attempt to drive subscribers toward ad-free packages while still capitalizing on the revenue generated by advertisers. Both Netflix and Disney have also gone after password-sharing crackdowns to boost lagging subscriber growth.
In August 2023, The Walt Disney Co. (DIS) announced a series of price hikes across its streaming services. This includes a 27% increase in the cost of the ad-free version of Disney+ to $13.99 per month, a 20% increase for ad-free Hulu to $17.99 per month, and a 10% price bump for ESPN+.
Near-term implications reflect the dynamic and transformative nature of the streaming industry, where viewer choices and market trends continue to reshape the future of entertainment consumption.
First, the continued growth of ad-supported platforms, particularly Free Ad-Supported Television (FAST) services like the Roku Channel, Tubi, and Pluto TV, is expected to persist. This trend caters to viewers who are increasingly seeking cost-effective alternatives to traditional subscription-based services. As more users turn to these free or lower-cost options, it may introduce new dynamics in the streaming market.
Secondly, these developments may alter the direction of linear TV. The rise of ad-supported streaming might potentially slow down the decline in linear TV subscribers. As viewers diversify their content consumption across a mix of traditional and digital platforms, linear TV may find a more stable footing in terms of its subscriber base. Additionally, as ad-supported content gains traction, there’s a likelihood that linear TV will experience an increase in the average time-spent by viewers.
The recent price hikes in the streaming industry are intrinsically linked to a complex set of factors, including escalating content costs, evolving viewer preferences, and the pursuit of sustainable profitability. Shifting subscriber trends are poised to reshape the streaming landscape; providers must remain nimble to gain a competitive edge, and deliver the content that viewers crave.