$6 Is The ‘Ideal’ VOD New Rental Spend

A new THR/Morning Consult poll surveying over 2,200 adults last week indicates that $6 is the optimal price that Americans say they would pay to stream a film that would normally be playing in cinemas.

According to the results, U.S. adults say the on-demand price range that they’d be willing to pay is between $5-$8 with $6 considered the most reasonable. The pricing talk comes as several major studios are experimenting with premium on-demand options offering 48 hour rentals at $19.99 each.

With economic insecurity amid the novel coronavirus pandemic, 40% of those surveyed said they’d be more likely to rent movies at home now while 35% indicated that they’d be less likely to do so.

Other results however should make some nervous. Whilst streaming service usage is up double-digits due to all the self-quarantining going on, only 30% of respondents in the survey say they be more likely to subscribe to another film and TV streaming service whereas a larger 35% say they’d be less likely to do so. The older the respondent, the less likely they are to subscribe to another.

In terms of what people are watching, 70% are turning to comedies with action/adventure (63%), drama (58%), thriller/mystery (56%) and documentary (53%) the next biggest. The last popular genre? Dystopian fare with only 15% saying they’d be more likely to watch those now.

Source: THR

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