In light of the debut of its Apple TV+ subscription service two weeks ago, a new Morning Consult/The Hollywood Reporter survey reveals Americans’ opinions regarding streaming services and package bundles. The poll was conducted on March 14-18 among 2,201 adults before yesterday’s unveiling of Apple’s new streaming service.
The data from the poll reveals that most Americans said they were uninterested in Apple’s streaming service before yesterday’s launch. Americans were asked whether they would sign up for the TV and movie streaming service that Apple was rumored to be preparing at the time. While 55 percent of respondents said they own an Apple device, a 49 percent plurality of all adults said they are unlikely to subscribe to Apple’s new streaming service. Just three in 10 Americans indicated they are likely to purchase a subscription.There was, however, more interest among younger Americans with 44% of millennials saying they would be interested in the streaming service.
Meanwhile, according to other polling commissioned by Morning Consult/The Hollywood Reporter, Hulu and Spotify’s bundled price is well below what consumers would pay. An analysis using the Van Westendorp model, which determines an optimum price point for a good or service by considering what prices consumers believe are “too expensive” and “too good to be true,” found that for the TV/movies/music bundle, $16 was the optimum price.
Consumers generally liked the idea of bundling: 66 percent said they were likely to purchase a movie and TV streaming service that was bundled with a music streaming service, and 63 percent said the option to bundle multiple services under one account would make them more likely to subscribe to a streaming service.