The top factor that impacts whether a user will cancel their video streaming subscription is buffering (49%), reveals the IBM Cloud Video report.
According to the Everybody Wants to Rule the Streaming World report, buffering is just one of myriad problems. Other factors for churning include: too many ads (27%); cost (25%); lack of good content (20%); technical problems (17%); and delayed start (24%).
It turns out that passive cancellation is also a factor: 16% of respondents said that they had lost their subscription because they had received a new credit card and failed to update their billing information. Interestingly, this seems to impact 30-44-year-olds much more than other age groups, with 28% of that group confirming passive cancellation has happened to them.
Deliberate cancellation, however, is significantly more common. About a third (31%) of survey participants said they have cancelled an SVOD service at some point. What’s more, respondents who stated that their primary service is Hulu or Amazon are more likely to have cancelled service in the past, with 40% saying they had cancelled one of the former services, versus 30% for Netflix.
And finally, the report found that password-sharing isn’t as rampant as previously thought. While 27% of respondents indicated that they have used someone else’s password to test a service, most of the borrowing happens between family members. About 42% of respondents indicated that they shared passwords with their family, compared to a combined 4% of respondents who share with friends, roommates or “anyone that asks”.
It turns out that passive cancellation is also a factor: 16% of respondents said that they had lost their subscription because they had received a new credit card and failed to update their billing information. Interestingly, this seems to impact 30-44-year-olds much more than other age groups, with 28% of that group confirming passive cancellation has happened to them.
Deliberate cancellation, however, is significantly more common. About a third (31%) of survey participants said they have cancelled an SVOD service at some point. What’s more, respondents who stated that their primary service is Hulu or Amazon are more likely to have cancelled service in the past, with 40% saying they had cancelled one of the former services, versus 30% for Netflix.
And finally, the report found that password-sharing isn’t as rampant as previously thought. While 27% of respondents indicated that they have used someone else’s password to test a service, most of the borrowing happens between family members. About 42% of respondents indicated that they shared passwords with their family, compared to a combined 4% of respondents who share with friends, roommates or “anyone that asks”.
