Streamers like Disney+ and HBO Max have a key problem with no clear solution – Business Insider

Media giants are trying to solve their engagement issues as free streamers like YouTube take viewers. John Wilson/Netflix Audiences have increasingly shifted toward free streaming services like YouTube this year. Paid streaming services have seen their viewership growth slow as they raise prices. Netflix and Disney are experimenting with creative ways to win viewers. Free streaming services are having success, and it may be coming at the expense of their paid peers. YouTube and other free ad-supported services, such as The Roku Channel and Fox-owned Tubi, have become increasingly popular over the last two years, according to Nielsen’s viewership data. “For consumers, cost sensitivity is often a more important deciding factor than user experience,” said Brandon Katz, a media analyst at entertainment data provider Greenlight Analytics. “Saving money outweighs the annoyance of terrible insurance commercials.” As these free streamers eat up a larger chunk of viewership time on US smart TVs, they may be holding back the growth of services like Disney+, Hulu, and HBO Max. Free-to-access services YouTube, Tubi, and The Roku Channel have grown their viewership by 53% from December 2023 through November, according to a Business Insider analysis of Nielsen data. Those three free streamers make up nearly 18% of all
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