Read from a stratified sample of 120 of the 2,000 reasons, grouped by why people answered as they did; each share carries its interval on that sample.
Too little money to subscribe
31%23% to 40% of the sample of 120 · typically 7.08 a month
Who they are. They range from young adults to people in their eighties, with many not working or looking for work and describing very limited or fixed budgets.
What they say. They cannot spare money for another subscription, or can spare only a few dollars for entertainment.
“No room in my budget.”
Man, 26, Oregon · looking for work · 0
Regular use, careful spending
27%20% to 35% of the sample of 120 · typically 17.29 a month
Who they are. They are adults from their twenties through seventies who often watch after work or with a spouse, while still keeping an eye on other monthly bills.
What they say. They will pay around fifteen to twenty dollars because they use streaming frequently, but they do not want the bill to grow much larger.
“After work, streaming is how I unwind, and eighteen is reasonable for a service I use every day.”
Man, 56, Pennsylvania · 18
Affordable entertainment under fifteen
24%17% to 33% of the sample of 120 · typically 12.39 a month
Who they are. They include teenagers, working-age adults, and older adults, including many not working, who are balancing household bills, rent, groceries, school, or small paychecks.
What they say. They see streaming as worthwhile only when its monthly price stays modest and does not interfere with essential expenses.
“My husband and I already have several household bills, so $12.99 feels like a fair limit for something we watch most evenings.”
Woman, 56, California · not working · 12.99
Paying more for better choice
15%10% to 22% of the sample of 120 · typically 24 a month
Who they are. They are mostly working-age adults who commonly watch with a spouse or family and use streaming regularly at home after work.
What they say. They accept a higher price for a stronger library, sports, reliability, fewer advertisements, or an alternative to going out.
“The family uses streaming every night, so I'd pay more for reliable service and fewer ads.”
Woman, 44, New Jersey · 24.99
High prices for strong content
3%1% to 8% of the sample of 120 · typically 40.62 a month
Who they are. They are adults in their thirties through sixties who describe family use, sports or movies, and substantial evening viewing.
What they say. They would pay substantially more when the service offers enough quality content to justify heavy use or replace several separate subscriptions.
“I’d pay thirty dollars if it replaced a few separate services my wife and I use.”
Man, 39, Arizona · 30