
Survey reveals that swathes of viewers are not properly catered for by the content on offer, creating an opportunity for new content services to build successful direct-to-consumer apps.
Nearly half (46%) of viewers do not believe they are getting good value from major streaming services, with nearly a fifth (19%) saying they could do better, according to a survey by Bitcentral's ViewNexa , the unified workflow solution that simplifies video management, streaming, the consumer application experience, and distribution for media companies and content owners. The findings come from the company's new report, How to follow the audience: the challenges and opportunities in today's streaming market.'
The research shows that under half of older viewers believe they are getting good value from their paid video subscriptions. There is an untapped opportunity to reach and monetize this segment of viewers through advertising. Baby Boomers (59-77 year-olds) would be more likely to watch three ad breaks an hour (44%) than millennials (32%).
When asked what would make viewers try a new streaming service, over three-quarters (76%) of those asked cited relevant content as the number one reason. Audiences are open to free, advertising-based options, with three-quarters (75%) saying they are interested in trying services like Pluto, Tubi, or Amazon Freevee.
Netflix's crackdown on password-sharing has not been popular, creating another opportunity for other streaming subscribers to take advantage of subscriber unrest. Two-thirds (65%) of Netflix subscribers say the crackdown on password sharing has driven them to look elsewhere. Millennials (aged 27-42) say they are most likely to switch, with a third (33%) saying they are very likely to consider other providers.
Despite what may seem a crowded marketplace, there is ample opportunity for companies with high-quality content to succeed in the direct-to-consumer streaming market, said Greg Morrow, GM Streaming Media Group, Bitcentral. A lot of the industry conversation is dominated by big streaming services that cater to a mass market, but there are whole swathes of viewers who are more than open to change if the content and price point are right. There is a fantastic opportunity to increase ARPU if providers cater better to the nuances among their audience.
How to follow the audience: the challenges and opportunities in the streaming market today' is available to download at: https://content.bitcentral.com/viewnexa-survey-report
North America Stories
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Clear-Com announced that First Baptist Nashville has upgraded its production communications with a Clear-Com intercom solution as part of a comprehensive sanct...
29/09/2026
Blackmagic Cinema Camera 6K Captured Action Shots for Sketch
Brie Clayton September 28, 2026
0 Comments
Camera's portable design and dynamic range...
29/09/2026
Kean Production Services Deploys AJA ColorBox to Deliver Consistent, Accurate Co...
29/09/2026
Berklee Alumni and Faculty Nominated for the 2026 Latin Grammy Awards A total of 28 Berklee alumni and faculty earned nominations across 20 categories this ye...
29/09/2026
Berklee's K-Pop & Beyond Explores Connections Between K-Pop and Hip-Hop Now in its fifth year, the series brings together artists, industry leaders, and s...
28/09/2026
The NHL has announced Adobe as an Official Creative, Marketing and AI Partner beginning with the 2026-27 season. The partnership will provide the league and its...
28/09/2026
MultiDyne will exhibit at CABSAT 2026 (October 5-7, Dubai Exhibition Centre), showcasing an expanded technology portfolio following its June 2026 acquisition of...
28/09/2026
ARRI and HONOR have announced the HONOR Magic9 Pro Max, a flagship smartphone carrying ARRI branding on the device and packaging as the first product-level expr...
28/09/2026
Net Insight has added the Nimbra 1020G to its pan-Asian live media trial network, giving customers and partners in the region a way to evaluate ST 2110 and JPEG...
28/09/2026
Vindral has been named a recipient of a 2026 Technology and Engineering Emmy Award by the National Academy of Television Arts and Sciences in the category of We...
28/09/2026
Interra Systems will exhibit at CABSAT 2026 (Stand B2-37, Dubai Exhibition Centre, October 5-7), demonstrating its BATON QC platform, ORION monitoring solutions...
28/09/2026
Two years into its new production facility, the TOUR is expanding centralized wo...
28/09/2026
In addition to rolling out a new mobile unit for ESPN's Monday Night Countd...
28/09/2026
Bleacher Report and WWE have announced a multi-year content partnership giving Bleacher Report global highlight rights across WWE's programming slate, inclu...
28/09/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
28/09/2026
FuboTV has announced a multi-year distribution agreement with the NHL to carry four regional sports networks covering the Carolina Hurricanes, Columbus Blue Jac...
28/09/2026
Program Productions (PPI) has announced the appointment of Alan Ostfield as President and Chief Executive Officer, effective September 28, 2026. Ostfield succee...
28/09/2026
Director Josef Kubota Wladyka attends the premiere of Ha-Chan, Shake Your Booty! with the film's cast and crew at Eccles Theatre on January 22, 2026, in P...
28/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/09/2026
Autoscript, the leading global provider of professional teleprompting solutions, today announced Voice Controller for WinPlus-IP, a new voice-controlled prompti...
28/09/2026
IBC 2026 Technical Conference Highlights
David Kirk September 28, 2026
0 Comments
Hero image courtesy Deposit Photos
David Kirk reports from the 11-1...
28/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
28/09/2026
Nakadi, a global streaming technology innovator dedicated to engineering a new era of digital media delivery, today announced its Live to Theater service based ...
26/09/2026
With short turnaround between game selections, ESPN's operations team is pla...
26/09/2026
Prime Video will use GCV's Bird and Magic mobile units for its inaugural WNB...
26/09/2026
Studio show moves on-site as network models playoff coverage on its NBA flagship...
26/09/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
26/09/2026
Douglas Keeve attends the 2025 Sundance Film Festival screening of Unzipped at the Egyptian Theatre. (Photo by Andrew H. Walker/Shutterstock for Sundance Film...
26/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
25/09/2026
In-venue and creative video staffers at the professional and collegiate level ha...
25/09/2026
Infront has named Ronald den Hollander as CEO of its Host Broadcast Services (HBS) subsidiary, effective 1 October 2026. The appointment follows the previously ...
25/09/2026
The North American Broadcasters Association (NABA) will hold Cyber University 2.0, a full-day cybersecurity summit for the broadcast and media industries, on Tu...
25/09/2026
Alpha Networks and Ateme have delivered a joint video platform for the digital d...
25/09/2026
Encompass Digital Media has announced the migration of multiple Viaplay free-to-air channels - TV3, TV6, TV8, and TV10 - to its Altitude Scheduling platform. Al...
25/09/2026
NAB Show New York 2026 will take place October 21-22 at the Jacob K. Javits Convention Center in New York City. Registration is open at nabshow.com/newyork.
Th...
25/09/2026
NHL Network has announced its studio programming lineup for the 2026-27 regular ...
25/09/2026
Clear-Com has announced that First Baptist Nashville has upgraded its production communications with a Clear-Com intercom system as part of a sanctuary technolo...
25/09/2026
Broadcast Management Group (BMG) has deployed EVS XT-VIA live video production s...
25/09/2026
BBright, a Hexaglobe Group company, has announced that dotCentral has joined as a sales and support partner in the United States.
BBright's portfolio cover...
25/09/2026
MeyerPro delivered audio, video, broadcast, and LED production for the Acumatica Summit 2026 at the Seattle Convention Center's Summit Building, January 25-...
25/09/2026
The Professional Women's Hockey League has announced its inaugural All-Star Weekend, to be held Saturday, March 7, 2026, at Scotiabank Arena in Toronto. The...