It’s official: There are too many streaming services on the market

Here's a thought experiment for you streaming fans out there. At this point, many of us are subscribed to multiple streaming TV services -- Netflix, Hulu, Disney+, Apple TV+, and maybe even a few others beyond that. But maybe at some point, perhaps even right now, you'll arrive at a moment of frustration. Deciding that you're subscribed to too many, and it's time to cull the herd. To pull the plug on one of the streamers that you use the least or that you're unhappy with. Which one gets the ax? Which streamer has gone the longest since seeing you open the app and actually watch something?

It's a question that consumers are increasingly asking themselves right now, as subscriber churn starts to ramp up and send a chill throughout the ranks of most streamers, even Netflix to a certain extent. The 15th annual Deloitte media trends report, which surveyed 2,009 US consumers in February, zeroed in on this trend, noting that the average streaming video subscriber at the moment is paying for four video streaming services (down from five back in the fall). Moreover, according to Fortune's summary of the report's findings, 82% of consumers are paying for video streaming in some form or another right now, but the Deloitte data shows that people are at the same time starting to be much pickier along these lines about what they sign up and pay for.