Fandom has released its 2022 State of Streaming Report. Notably, the report found that Disney+ is 30% more valuable than the average streaming service due to Disney’s focus on genre, fans and programming.
Fandom tracks data on consumer preferences in pop culture fields such as TV, film, and video games. The site collects this data through 250,000 “wikis,” articles about different pop culture topics, that attract 300 million unique visitors per month as well as other fan information hubs.
Fandom started conducting research for the report in January and surveyed 5,500 global Fandom users. The responses were then cross-checked with Fandom’s proprietary fan panel.
CMO Stephanie Fried said the data “unlocks powerful insights” and “a deep and granular understanding of fan preferences and motivations.”
The report found that the average streaming consumer pays for five services and the average cost per service is $7.46. 61% called their services too expensive and subscribers reported that cost is the top reason to cancel a subscription. However, 73% of users could also justify the cost if the streaming service provided exclusive entertainment offerings.
The survey also looked at genre as a factor. The report found that the top genres for at-home streaming included Kids and Family, Documentaries, Drama and Comedy. While top theatrical genres included Superhero and Action, though at much lower overall percentages. Having genres of entertainment that users like was the main differentiating trait for choosing which platforms to sign up for according to 62% of respondents. Disney+ lead this metric.
The survey also looked into theatrical runs. 80% of the sample said that they have or are comfortable returning to theaters. However, the pandemic has changed how many watch films. 74% said they wait for films to come out on streaming if there is no additional charge for the film and 82% cite the pause button as a reason to watch at home.
The findings of the report also pointed to three suggested “rules” for studios and streamers. The reports suggest that streamers should “lean into genre strengths”; “rethink the in-theater experience to differentiate from growing at-home viewing trends”; and “super-serve consumers beyond the screen.”
The survey also found that food might play a larger role than expected. 45% of respondents said package deals with food delivery services would entice them and promote loyalty to a streamer. Bundling services was also popular.
“A crowded and competitive market has driven the major streaming platforms to shift their focus from acquisition to retention,” Fandom CEO Perkins Miller said. Forbes