The figure is impressive: between the first quarter of 2021 and the third quarter of 2022, spending by American households fell from $90 per month to $69, a drop of 25%, in a market where 87% of households have at least one streaming service. Even more impressively, 45% of households have at least five OTT services.
It remains to be seen whether this trend will continue in 2023, as the US market has been full of streaming services and the time has come for rationalization of offers at major streamers, which could have effects on the attractiveness of the offer.
In addition, the rise of free offers (AVOD and FAST) could also weigh on the decision of households to abandon paid SVOD services in favor of free services or cheaper plans, but containing advertising. As such, the expenditure figures for the first quarter of 2023 will be worth watching.