Nielsen Reports Most Americans ‘Overwhelmed’ By Streaming Choices; Virtually None Plan To Cut Back

In a highly revealing report from Nielsen’s Gracenote content-recognition service, several blockbuster insights came to light revealing an American public both exhausted by and addicted to the waterfall of content available through a seemingly endless supply of existing and new streaming choices.

Highlights include:

— Viewers watching streaming content have increased their time commitment to the platform by 18% per week, in the past 10 months alone; and by 28% versus viewing broadcast or subscription cable

— There are nearly one million title choices available overall, via streaming (817,000 titles to be exact); this is an increase of over 26.5% since 2019

— Consumers are concerned about the increased costs of their streaming subscriptions, but nearly all swore (93%) that they wouldn’t end their subscriptions

— The percentage of consumers who subscribe to more than four streaming services has more than doubled (from 7% of all Americans who subscribe to streaming, to 18 %) in the past three years

— Subscribers are enthusiastic about a “bundling option” (akin to cable bundling — remember those good ol’ days?) but are careful to add that they want “complete control” over how to bundle their services, and which services therefore would be bundled together

Any streaming company would interpret and embrace the statistics above with understandable optimism, enthusiasm and relief.

But rest assured, if you thought things are challenging now, this report is sure to send their opportunistic and entrepreneurial minds spinning with even more possibilities, including but not limited to: elite bundling partnerships; new streaming services and a confident commitment to even greater levels of content creation.

In other words, if you think you can’t keep up now — just wait.

One expert noted that the “streaming wars era” has moved from “childhood to adolescence” and as such, awkward and challenging moments are bound to surface in this transitional period.

I might recommend a different metaphor: I’d suggest this era has moved from 2019’s term – – “the streaming wars” – – to simply admitting in 2022: “utter streaming dominance.”

In the history of modern entertainment, no other invention – – “streaming” aka “digital content production and delivery” – – has revolutionized and upended Hollywood, and global content production and distribution, so completely.

While consumers may be overwhelmed, nowhere in the report is there evidence of rejection due to the exhaustion (more about that below.)

In fact, another metaphor comes to mind, that of the tourist on a cruise, who is at first stupefied by the staggering variety and amounts of food served on the ship.

At first, one’s gluttony feels embarrassing, shameful and wrong. But have you ever heard a repeat cruise customer request, “less food?” Quite the contrary.

We’re living in an era defined by three words: More. Better. Now.

Ask anyone – – do their streaming choices disappoint? I’m not a Nielsen expert, but I am a pop culture guru. In all of my travels and conversations, I’ve never once heard someone say, “Wow, streaming is so awful and the content is utterly disappointing.”

In fact, I’ve always heard the opposite: “I can’t keep up, but I can’t believe how many great choices there are.”

John Landgraf, C.E.O. of FX and FXX predicted in 2015 that we were experiencing “Peak TV” – – suggesting that there is a ceiling, a limit on what consumers are willing to watch and how much they’re willing to spend on choice.

Recently, Landgraf conceded how wrong he was.

Despite the fact that his own channels provide some of the most consistently compelling and award-winning content available, the executive literally sounds not only flummoxed, but like the streaming subscriber, exhausted by the insatiable appetite of the American content consumer.

Landgraf, stop complaining!

Life is good.

Streaming is wonderful.

Hollywood can stop bemoaning a lack of quality; yes independent cinemas may be dying off, but there’s never been more compelling, edgy, character-driven content – – available in such a tremendous supply, here and around the world – – in the history of content creation.

For once, can we all just admit, due to streaming and its excellence, TV’s taken over not only as the primary form of entertainment in our lives, but undeniably, the most consistently superior (by the standard of ratio of content-produced to quality.)

If the big streamers hadn’t come through so wonderfully, with so many addictive shows, believe me, folks wouldn’t be either so exhausted or so committed to future bingeing.

Look at Box Office. Former Disney C.E.O., Bob Iger, recently commented that movie-going will continue to fall off, due largely to the tremendous competition that streaming provides at home.

My only critique: I think we might need a new nickname for this platform we’ve all embraced so wholeheartedly.

It’s hardly like we’re floating in a raft, down some charming, undemanding stream.

It’s more like we’re all surfing a tidal wave, barely hanging on to our board, and the swell just keeps getting bigger and bigger and bigger.

Will this tsunami ever crash?

We’ll have to check in with Landgraf.

Or maybe Iger.