Bad Streaming UX Drives More Cancellations Than Price, CTAM/Hub Study Finds

A CTAM and Hub Entertainment Research study of 3,000 US consumers found 36% of viewers — and 43% of those under 25 — cite poor app user experience as the sole reason they cancelled a streaming subscription, ahead of price or content complaints. Pinning "Continue Watching" and watch-list features tested as the most effective fixes, each rated as valuable by roughly 40-46% of respondents.

Key takeaway: For a VaaS provider, this is a direct data point that UX quality is now a retention lever on par with pricing and content, not a secondary product concern.

Source: advanced-television.com