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
19/05/2026
Champaign, IL - March 16, 2026 Cobalt Digital, the leading designer and manufa...
19/05/2026
CHAMPAIGN, Ill. April 16, 2026 - Cobalt Digital today announced a partnership ...
19/05/2026
Las Vegas - April 18, 2026 Cobalt Digital, the leading designer and manufactur...
19/05/2026
LAS VEGAS April 18, 2026 - Advanced HDR by Technicolor and Cobalt Digital are ...
19/05/2026
LAS VEGAS - May 4, 2026 - Cobalt Digital, the leading designer and manufacturer of signal processing products, and a founding partner in the openGear initiativ...
19/05/2026
London - 11 May 2026 Cobalt Digital, the leading designer and manufacturer of award-winning signal processing products, and a founding partner in the openGear...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
Grass Valley has entered into a three-year enterprise agreement with Phoenix Broadcast Solutions as the Singapore-based company expands its live production oper...
19/05/2026
Clear-Com supported Musikal Perahu Kertas, a large-scale musical theater production in Indonesia adapted from the acclaimed novel by Dee Lestari, through the d...
19/05/2026
Actus Digital, a LiveU company, and a leading provider of intelligent media monitoring and broadcast compliance platforms, announced today that METEO CONSULT ha...
19/05/2026
Globecast, a leading provider of managed services for the broadcast and media industry, today announced the completion of a major renovation of its Singapore fa...
19/05/2026
Following a major upgrade to its Connecticut remote production centre with the installation of three 60-fader Argo S consoles in 2023, RPS has switched one of t...
19/05/2026
PlayBox Technology today announced the launch of Celebro Play, a browser-based media orchestration platform designed specifically for broadcast facilities and p...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/05/2026
LYNX Technik, provider of modular signal processing solutions for broadcast, post, and professional AV will showcase its latest signal processing solutions at B...
19/05/2026
Media Links, a leading developer and manufacturer of IP media transport solutions, has announced the integration of its Xscend platform with Skyline Communicat...
19/05/2026
Collaboration expands regional partner ecosystem as Media Links showcases IP media transport solutions on stand 4M4-4 and alongside Clearcast Asia on stand
Me...
19/05/2026
Company Highlights Labor-Saving Control and Custom Branding Opportunities Designed to Increase Integrator Profitability
LynTec, a leading manufacturer of ele...
19/05/2026
Mago Studio Moves AI Video Beyond Prompts with New Production-Focused Tools
Brie Clayton May 18, 2026
0 Comments
New Capabilities Bring Controllable, ...
19/05/2026
It May be Time to Stop and Take an AI Breather
Brie Clayton May 19, 2026
0 Comments
If the rock you stay on starts to roll, jump clean. Or you'll...
18/05/2026
Despite a bumpy start to the year, the provider of event-production support and ...
18/05/2026
Daktronics has partnered with the University of North Carolina to manufacture and install 11 LED displays totaling more than 10,000 square feet and more than 14...
18/05/2026
CBS LA has announced a multi-year partnership with the Los Angeles Rams, covering exclusive local broadcasts of Rams preseason games, weekly year-round programm...
18/05/2026
Skyline Communications has announced an integration between its DataMiner xOps p...
18/05/2026
eCLUTCH, the hybrid esports platform powered by iKOMG, has announced an expansion of its distribution across Europe, MENA, Africa, and Asia, along with new cont...
18/05/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/05/2026
With 22 games this season, the production team looks forward to tweaking and enhancing the coverage
After 8,660 days off the air, the WNBA returned to NBC yest...
18/05/2026
(L-R) Midori Francis and Natalie Erika James attend the Saccharine premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 22, 2026, in ...
18/05/2026
The Australian Defence Force uses L3Harris T4 and T7 robots for explosive ordnan...
18/05/2026
Continued investment across Europe and Germany is expanding local teams and improving access to stock, regional expertise, and specialist broadcast support.
CV...
18/05/2026
Agentic AI inference at one-tenth the cost per token with NVIDIA Vera Rubin NVL7...
17/05/2026
Back to All News
Oasis Premieres on Netflix June 19
Entertainment
17 May 2026
GlobalSpain
Link copied to clipboard
Summer, sunshine, the beach, parties. T...
16/05/2026
Boris FX Continuum Pairs AI Precision and Advanced Creative Controls
Jessie Electa Petrov May 16, 2026
0 Comments
The 2026.5 release adds automatic de...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/05/2026
Seattle Sounders FC and Seattle Reign FC, in partnership with RAVE Foundation an...
15/05/2026
Dan Brumm has served as sound designer on Bluey, the Australian children's t...
15/05/2026
The Professional Audio Manufacturers Alliance (PAMA) and Shure Incorporated are accepting applications for the 6th annual Mark Brunner Professional Audio Schola...
15/05/2026
Netflix has announced an expanded NFL schedule for 2026 and beyond under a four-year partnership extension with the NFL through the 2029-30 season. Each season,...
15/05/2026
Ateme is supporting TVRI (Televisi Republik Indonesia) with a contribution and d...
15/05/2026
Concacaf has announced the launch of a new website and mobile app built on Deltatre's FORGE platform. Concacaf.com and the mobile app, available on iOS and ...
15/05/2026
Eutelsat has announced the launch of QBC Business Economic Channel by Qatar Media Corporation, broadcasting in 4K/UHD via Eutelsat's 7/8 West video neighbo...
15/05/2026
Major League Soccer has announced four original content series timed to the 2026...
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.
