The demand curve
The share who would pay at least each amount. Price times share peaks at $11.73, where 72% would still pay.
Demand by segment
full reportThe curve and its peak for every group: households with children, under-30s, each income band, each state.
Ask us to run it →Market size at each price
full reportHow many people the shares stand for: the adults who would pay $10, $15 or $20 or more, in millions.
Ask us to run it →How the amounts spread
Answers per range of US dollars per month; the darker bars hold the middle half.
How the estimate settled
The mean after every ten profiles; the band narrows as more people are asked.
Who was asked
The make-up of the sample, drawn to match the population asked.
Why they answered this way
The lower answers are driven by tight budgets and household bills, while the middle answers reflect whether the service gets used often enough to feel fair. Higher answers come from valuing a broad selection, convenience, and regular shared viewing.
No money for another monthly bill.
Too much for my budget right now.
Our bills come first, so I need to keep entertainment under ten dollars.
Twelve dollars feels fair for something I watch most evenings after work.
I’d pay that for reliable shows without having to sit through commercials.
My husband and I watch together almost every night, so the monthly cost gets used.
A good library is worth twenty dollars to me, especially when I’m home after work.
I’m paying for convenience since streaming is how my husband and I usually watch television.
I want the best selection and don’t want to juggle several cheaper services.
Who answered what
Mean answer, by the attributes of the people asked, against everyone (the vertical line). Groups with few profiles have wide intervals.
Biggest gaps
Where the answer differs most between groups of at least ten profiles.
- Education9.3graduate degree 22.8 · some college 13.6
- Employment6.3employed 18.2 · not in the labor force 11.9
- Sex5.5men 19.0 · women 13.6
- Age3.9 (within intervals)45-49 20.9 · 60-64 17.0
Sex
Employment
Education
Age
State
Every breakdown
full reportThe answer by all ninety attributes, ranked by how much they separate people, with an interval on each.
Ask us to run it →State by state
full reportThe answer in every state, mapped, with the sample behind each.
Ask us to run it →Some of the people asked
Twelve profiles from the sample and what each answered. Every profile is synthetic; none describes a real person.
A 29-year-old man living in California, United States; white; highest education: a high school diploma; employed; personal income about $65,000 a year; never married
A 68-year-old woman living in Texas, United States; white; highest education: some college, no degree; not in the labor force; personal income about $22,000 a year; married
A 33-year-old man living in New Jersey, United States; Hispanic, white; highest education: a bachelor's degree; employed; personal income about $162,000 a year; never married
A 44-year-old woman living in South Carolina, United States; white; highest education: a bachelor's degree; employed; personal income about $89,000 a year; married
A 83-year-old woman living in New York, United States; white; highest education: a high school diploma; not in the labor force; personal income about $20,000 a year; widowed
A 81-year-old woman living in Indiana, United States; white; highest education: a high school diploma; not in the labor force; no personal income; married
A 29-year-old man living in Texas, United States; Hispanic, white; highest education: a bachelor's degree; employed; personal income about $160,000 a year; married
A 23-year-old man living in District of Columbia, United States; Black; highest education: a high school diploma; employed; personal income about $49,000 a year; never married
A 85-or-older woman living in New Jersey, United States; white; highest education: a bachelor's degree; not in the labor force; personal income about $12,000 a year; widowed
A 70-year-old woman living in Oregon, United States; white; highest education: some college, no degree; not in the labor force; personal income about $20,000 a year; divorced
A 79-year-old woman living in Florida, United States; white; highest education: some college, no degree; not in the labor force; personal income about $35,000 a year; divorced
A 27-year-old man living in Ohio, United States; white; highest education: a bachelor's degree; employed; personal income about $102,000 a year; never married
In the full report
This page is the free preview: the answer, why, and four breakdowns. A full run adds the rest. See what the report holds on this sample, or read a finished report.
The kinds of people in this answer
full reportFour or five groups of reasons, each with its share and its number: who anchors on today’s bill, who shares a login, who pays for the kids.
Ask us to run it →Every reason, exportable
full reportAll the people asked, in their own words, with their attributes, as a table to filter and download.
Ask us to run it →The whole population
full reportThousands of profiles instead of a hundred: intervals a fifth as wide, and rare groups large enough to read.
Ask us to run it →The next questions
full reportWould you take ads for five dollars less? Which service would you drop first? Asked of the same people.
Ask us to run it →A one-page summary
full reportThe finding, the chart, the segments and the caveats on one page to forward.
Ask us to run it →Run it on the whole population
A full run asks every relevant profile, breaks the answer down by any attribute, and takes your own segments. Tell us what you want to run; we reply within a day.
Get in touchHow this was computed
A number in US dollars per monthSample100 profiles drawn in a fixed representative order from the population; asking more extends the same sample rather than starting overMethodEach profile answers in character from its own attributes. Answers outside the format are discarded before counting.AccuracyThe interval reflects sampling variation in the simulated sample. On 3 amount questions checked against the 2024 General Social Survey, simulated answers from this population sat a median 30 points from real people's within demographic groups and 25 points nationally. Every check