ALEXANDRIA, Va.—A new research study from CTAM and Hub Entertainment Research highlights the high cost of bad app design and poor user experiences with survey data showing that a poor streaming user experience (UX) is cited by a surprising 36% of viewers, and 43% of viewers under 25, as the sole reason they’ve cancelled a streaming subscription, according to the study.
The result is notable because pricing and the quality of content are often seen as by far the biggest driver of subscription cancellations and churn, which can significantly add to a service's marketing costs.
“This research underscores the extent to which TV apps are compared not just to other TV apps, but to all of the apps consumers use across categories,” said Jon Giegengack, founder of Hub Entertainment Research and one of the research authors. “Viewers have high expectations, and even small moments of friction can quickly accumulate to cause frustration and abandonment. The findings are clear that improving even seemingly small frustrations can have a big impact on satisfaction, engagement and churn.”
The new research report, Value by Design: Building a Better Streaming UX and Discovery Experience, available to CTAM members, examines the importance of the streaming user experience to consumers’ overall satisfaction. Additional notable findings include:
- TV apps are evaluated against all apps across categories. Two-thirds (68%) of viewers do at least some of their decision-making outside of dedicated TV apps. Users judge their experience against all other apps across categories including Instagram and TikTok.
- TV apps are delivering. 90% of those surveyed were very or somewhat satisfied by their user experience. But there is room to improve. 72% experience at least one problem that leaves them “extremely frustrated” and 80% experience one problem that happens “all the time.”
- Hub tested also 20 UX problems to learn how often they happen and how frustrating they are when they do. Then 13 design solutions were tested, with five found to most likely add value to a subscription. The most damaging design and navigation issue was found to be “burying” of common tasks like having to scroll too far for “Continue Watching” and a hard-to-find “Watch List.”
The study identifies some potential solutions, with the two that would most impact viewer behavior including:
- Pinned “Continue Watching” – 46% loved this feature; 63% say they would absolutely use it; 42% think it would make their subscription more valuable; and 48% say it would make them more likely to keep their subscription.
- Pinned Watch Lists – 39% loved this feature; 56% say they would absolutely use it; 36% think it would make their subscription more valuable; and 43% say it would make them more likely to keep their subscription.
- Viewers reward apps that open straight into content – relevant, actionable, and free of decision fatigue.
One survey respondent over age 35 said: “When I open an app, I want it to already be where I left off or already doing what I need. The ones I like don’t make me figure anything out.”
Young viewers have less tolerance when the app experience fails.
For Gen Z viewers, the idea of more relevant recommendations was highly appealing, with 59% of viewers ages 13-24 saying that TV recommendations don’t feel like they are designed for them vs. 45% of older viewers.
Younger viewers also make viewing decisions well before turning on the TV, with 43% reporting they decide what to watch in advance vs. 35% of older viewers.
Plus, they look to social media for those recommendations; 48% of viewers 13-24 said they hear about shows and movies from trailers on social platforms vs. 38% of older viewers.
“This latest research highlights the pivotal role CTAM plays to give our members a big picture perspective on industry-wide challenges,” said Vicki Lins, president and CEO, CTAM. “Consumers by and large are satisfied with streaming apps, but a negative user experience can be a silent killer, quietly eroding loyalty while price and content grab the headlines. The full report for CTAM members reveals the extent of the threat posed by poor user experience, and how the industry can give consumers more clarity and control.”
The CTAM/Hub Entertainment Research study, "Value by Design: Building a Better Streaming UX and Discovery Experience", included both quantitative and qualitative elements: first, an online survey of 3,000 U.S. consumers ages 13-64, with the sample balanced to the U.S. census by gender, age, and race; and second, 24 in-depth interviews with a mix of Pay TV subscribers and cord cutters/cord nevers who subscribed to at least one streaming service. The research was conducted in April 2026.
CTAM members can access the full report on the group's website here.
