Users Manage Streaming Subscriptions As Portfolios
A 2026 cross-cultural study by Sarraf and Kar examines why users maintain multiple OTT subscriptions in India and Australia, using over 7,300 IMDb reviews and a survey of more than 700 multihoming users. The researchers find distinct logics: Indian users multihome as a social portfolio tied to peers and affordability, while Australian users curate experiential portfolios emphasizing personalization and novelty. They reframe subscription fatigue as portfolio misalignment and advise platforms to play social, experiential, or curiosity roles.
Key Points
- 1Identify multihoming behavior: users maintain multiple OTT subscriptions simultaneously across India and Australia.
- 2Show cultural differences: India uses social portfolio logic; Australia emphasizes experiential and epistemic value.
- 3Advise platforms to position as social anchors or experiential providers to fit user portfolio needs.
Scoring Rationale
Strong peer-reviewed cross-cultural evidence and actionable platform insights, limited to OTT streaming context rather than broader digital services.
Sources
Public references used for this report.
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