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.
Scoring Rationale
Strong peer-reviewed cross-cultural evidence and actionable platform insights, limited to OTT streaming context rather than broader digital services.
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