6 in 10 UK viewers willing to switch streaming services as subscription cycling becomes mainstream

MTM’s latest ScreenThink report finds 60% of SVOD users are open to subscription cycling, while 42% of pay-TV customers are considering switching. 

UK viewers are becoming increasingly flexible about where they get their entertainment, with 60% of SVOD users now open to switching between streaming services, according to specialist strategy and insights consultancy MTM’s latest ScreenThink report. 

The research, based on 3,000 UK online adults, highlights a viewing market where consumers are managing multiple subscriptions, responding closely to price and promotions and increasingly weighing up whether individual services continue to offer value. 

The average SVOD user now has access to 2.9 paid services, while 18% say they cycle between subscriptions every month with 21% cycling less regularly. A further 21% have not yet cycled but would consider doing so in the future 

Promotions are also playing a significant role in subscription decisions, with 40% of  respondents influenced by promotional offers. More than a third of NOW subscriptions were taken out at a discounted rate, while users of services including NOW, YouTube Premium/Lite and Apple TV are also more likely to mention retention deals as a factor in staying subscribed. 

The same sensitivity to value is evident in pay-TV. 42% of pay-TV customers are considering switching provider, while 37% are considering downgrading, a slight decrease since the last wave of research. Cost of living pressures, perceptions of value and the availability of streaming alternatives are among the factors driving these considerations 

The report also highlights the  relationship between sports fans and broadcasters. While 56% of sports fans feel the way sports rights are divided between services is unfair, only 13% say they care more about who broadcasts sport than being able to access it. Just 15% are confident they know which service is showing a specific game or tournament. 

The findings suggest that, alongside securing rights, broadcasters have an opportunity to strengthen their relationship with fans by making access clearer and demonstrating how their investment contributes to the wider sports experience. 49% of sports fans believe broadcaster investment enables innovations that improve the fan experience, while 51% recognise the benefits of broadcasters’ financial support for UK sport. 

YouTube is also continuing to grow as a viewing destination, with a record 23% of 16-34s saying they turn to the platform first. This wave of research points to increasing broadcaster content consumption on YouTube among 16-24s, as established players adapt to audiences who are increasingly comfortable discovering and watching content outside traditional platforms. 

Rob Collier, Strategy Director at MTM, said: “More choice is giving consumers access to a wider range of content, but it is also making loyalty harder to secure. With six in ten SVOD users open to cycling between services, providers need to give audiences a clear reason to stay with them and make the value of their offering easy to see. 

“That applies to sport too. Fans recognise the value broadcasters bring, but with rights spread across more services, making content easier to find and access is increasingly part of the viewing experience”.