PORTSMOUTH, N.H.—As streaming companies continue to ramp up prices, a new study from Hub Entertainment Research addresses an increasingly central issue: How much are consumers willing to pay for video services and what kinds of content might convince cost-conscious consumers to spend a little more money? With so many platforms and abundance of content from which to choose, what’s worth paying for?
One key takeaway of Hub's annual Monetization of Video study is that consumers are already running up against the limits of what they are willing to spend and that they are already feeling the bite of inflation. Even so, the survey found that some features and content may drive additional spend from consumers.
