KPMG says consumers willing to pay 50% more for streaming services

As more subscription streaming video services enter the market, the potential total cost for consumers keeps going up. According to a new survey, though, consumers may be willing to pay significantly more to get the services they want. KPMG – an audit, tax and advisory services firm – surveyed more than 2,000 subscribers, and found that they’d be willing to pay 50% more than what they already shell out. On average, consumers pay $22 per month for streaming services, and they’d be willing to tack on another $11 per month. "The fact that consumers are willing to pay 50 percent more, on average, provides a critical marker for providers as our study indicates a high degree of price sensitivity," said Michelle Wroan, KPMG national media sector leader, in a statement. Among the survey respondents, who ranged in ages from 18 to 60, price was the most important factor they considered when choosing a streaming service. Consumers aged 18-24 ranked ad-free service a close second, followed by content, while 25- to 60-year-old consumers listed content a distant second, followed by ease of access, according to KPMG.