Streaming services may be overlooking one of the biggest drivers of subscriber churn: the user experience.
A new study released Tuesday by CTAM and Hub Entertainment Research found that while content libraries and subscription pricing remain important, app design and usability are increasingly influencing whether consumers keep or cancel their streaming subscriptions.
According to the report, 36 percent of streaming viewers said poor user experience was the sole reason they had canceled a streaming subscription. Among viewers younger than 25, that figure rose to 43 percent.
The research examined how consumers evaluate streaming platforms and found that television apps are increasingly being judged against the broader app ecosystem, including social media platforms such as Instagram and TikTok, rather than solely against competing streaming services.
Nearly 70 percent of respondents said they make at least some viewing decisions outside dedicated television apps before beginning a streaming session. Despite those expectations, the study found overall satisfaction remains high.
Nine in 10 respondents said they were either very or somewhat satisfied with their streaming experience, but 72 percent reported encountering at least one issue they considered “extremely frustrating,” while 80 percent said they regularly experience at least one recurring usability problem.
Researchers evaluated 20 common user experience issues and tested 13 potential design improvements to determine which features would provide the greatest value to subscribers.
Among the most common frustrations were having to scroll excessively to locate the “Continue Watching” row or struggling to find saved content in a watch list.
The proposed improvements receiving the strongest support included permanently pinning the “Continue Watching” section near the top of the interface. Forty-six percent of respondents said they loved the feature, 63 percent said they would definitely use it, 42 percent believed it would increase the value of their subscription and 48 percent said it would make them more likely to keep the service.
Similarly, a pinned watch list earned positive responses from 39 percent of viewers, while 56 percent said they would definitely use the feature and 43 percent indicated it would increase the likelihood of maintaining their subscription.
The research also highlighted differences between younger and older viewers: Fifty-nine percent of consumers ages 13 to 24 said streaming recommendations do not feel personalized to them, compared with 45 percent of older viewers. Younger audiences were also more likely to decide what to watch before turning on the television and to discover programming through trailers and recommendations on social media platforms.
CTAM President and Chief Executive Officer Vicki Lins said the findings demonstrate that user experience has become an increasingly important competitive factor for streaming services, even if it receives less attention than pricing or content.
“Consumers by and large are satisfied with streaming apps, but a negative user experience can be a silent killer, quietly eroding loyalty while price and content grab the headlines,” Lins said in a statement. “The full report for CTAM members reveals the extent of the threat posed by poor user experience, and how the industry can give consumers more clarity and control.”
Hub Entertainment Research Founder Jon Giegengack added that consumers increasingly compare streaming services with every other app they use, meaning even small usability issues can accumulate and ultimately contribute to subscriber cancellations.
“Viewers have high expectations, and even small moments of friction can quickly accumulate to cause frustration and abandonment. The findings are clear that improving even seemingly small frustrations can have a big impact on satisfaction, engagement and churn,” Giegengack said.
