According to a study by the NPD Group conducted from October 2021 to April 2022, in the list of reasons to cancel a subscription to a streaming service, the price fell from fourth to second position.
First motivation of consumers, the free trial period
As for the reasons that lead consumers to try their luck with a platform, the most popular is the free trial period. Then, a third of respondents cite the availability of a specific program as a motivation. Note that this is a higher proportion than at the start of the study period.
Premium ad-free option for heavy streaming consumers
The study also explains that consumers who pay for the premium options without advertising use their service more frequently than those who use a free or cheaper option with advertising. They also value more the availability of content, its exclusivity, the interface etc., showing that they are more involved consumers.