{"id":2490084,"date":"2026-07-06T12:41:37","date_gmt":"2026-07-06T12:41:37","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2490084"},"modified":"2026-07-06T12:41:37","modified_gmt":"2026-07-06T12:41:37","slug":"over-a-third-of-viewers-have-canceled-subscriptions-due-to-frustrating-app-experience-survey-finds","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/over-a-third-of-viewers-have-canceled-subscriptions-due-to-frustrating-app-experience-survey-finds\/","title":{"rendered":"Over a Third of Viewers Have Canceled Subscriptions Due to Frustrating App Experience, Survey Finds"},"content":{"rendered":"<p><\/p>\n<div data-article-body=\"true\">\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Over a third of consumers \u2014 36% \u2014 have canceled a subscription due to frustrations over a bad app experience, according to a new Hub Entertainment Research and CTAM survey exclusively obtained by TheWrap. When looking at viewers under the age of 25, the figure came in slightly higher at 43%.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The study, which is based on online interviews with 3,000 U.S. consumers between the ages of 13 and 64 and 24 in-depth interviews with a mix of pay TV subscribers, cord cutters and cord nevers, tested 20 user interface problems to learn how often they happen and how frustrating they are when they do.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Overall, 90% of those surveyed were very or somewhat satisfied with their user experience. But 72% said they experience at least one problem that leaves them \u201cextremely frustrated,\u201d and 80% experience at least one problem that happens \u201call the time.\u201d<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><button aria-label=\"View larger image\" class=\"group absolute bottom-0 size-full\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-3 right-3 rounded-full bg-primary p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-primary\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewbox=\"0 0 24 24\" aria-hidden=\"true\" focusable=\"false\" class=\"flex-none size-4 -scale-x-100 text-primary lg:size-6 [&amp;_path]:fill-current\"><path fill=\"currentColor\" d=\"M3.1 3.1V11h1.8V6.314l5.392 5.393 1.415-1.414L6.313 4.9H11V3.1zm17.8 17.8V13h-1.8v4.686l-5.393-5.393-1.415 1.414 5.393 5.393H13v1.8z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed bottom-0 left-0 right-0 top-0 z-4 size-full max-h-none max-w-none bg-primary hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p>Courtesy of Hub Entertainment Research<\/p>\n<\/figcaption><\/figure>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><img alt=\"Hub CTAM Survey\" loading=\"lazy\" width=\"960\" height=\"533\" decoding=\"async\" data-nimg=\"1\" class=\"rounded-lg\" style=\"color:transparent\" src=\"https:\/\/s.yimg.com\/ny\/api\/res\/1.2\/beJ8IwfdlrGFiQA8aK6GXw--\/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTUzMztjZj13ZWJw\/https:\/\/i0.wp.com\/www.thewrap.com\/wp-content\/uploads\/2026\/07\/Hub-CTAM-Survey-2.png?resize=1200%2C666&amp;quality=80&amp;ssl=1\"\/><button aria-label=\"View larger image\" class=\"group absolute bottom-0 size-full\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-3 right-3 rounded-full bg-primary p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-primary\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewbox=\"0 0 24 24\" aria-hidden=\"true\" focusable=\"false\" class=\"flex-none size-4 -scale-x-100 text-primary lg:size-6 [&amp;_path]:fill-current\"><path fill=\"currentColor\" d=\"M3.1 3.1V11h1.8V6.314l5.392 5.393 1.415-1.414L6.313 4.9H11V3.1zm17.8 17.8V13h-1.8v4.686l-5.393-5.393-1.415 1.414 5.393 5.393H13v1.8z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed bottom-0 left-0 right-0 top-0 z-4 size-full max-h-none max-w-none bg-primary hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p>Courtesy of Hub Entertainment Research<\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The most damaging design and navigation issue was found to be the \u201cburying\u201d of common tasks like having to scroll too far for \u201cContinue Watching\u201d and a hard-to-find \u201cWatch List.\u201d The firms then tested 13 design solutions, with five found to most likely add value to a subscription.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The top two solutions were pinning the \u201cContinue Watching\u201d and Watch List features. About 46% and 39% of survey respondents said they loved those features, 63% and 56% said they would \u201cabsolutely\u201d use it, 42% and 36% said they\u2019d make their subscription more valuable and 48% and 43% said it would make them more likely to keep their subscription, respectively.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">For Gen Z viewers, the idea of more relevant recommendations was also highly appealing, with 59% of viewers ages 13-24 saying that TV recommendations don\u2019t feel like they are designed for them vs. 45% of older viewers.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">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.\u00a0 Additionally, Gen Z looks to social media for recommendations, with 48% of viewers 13-24 saying they hear about shows and movies from trailers on social platforms vs. 38% of older viewers.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cThis 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,\u201d Hub founder\u00a0Jon Giegengack said in a statement. \u201cViewers 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.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">An excerpt of the study, which was conducted in April, is available <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/hubresearchllc.com\/reports\/\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"elm:link;elmt:article_link;slk:here.;itc:0;sec:content-canvas\" data-yga=\"{&quot;yLinkElement&quot;:&quot;context_link&quot;,&quot;yModuleName&quot;:&quot;content-canvas&quot;,&quot;yLinkText&quot;:&quot;here.&quot;}\" class=\"link \">here.<\/a><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The post <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.thewrap.com\/industry-news\/business\/frustrating-app-experience-subscription-canceled-hub-ctam-survey\/\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"elm:link;elmt:article_link;slk:Over a Third of Viewers Have Canceled Subscriptions Due to Frustrating App Experience, Survey Finds | Exclusive;itc:0;sec:content-canvas\" data-yga=\"{&quot;yLinkElement&quot;:&quot;context_link&quot;,&quot;yModuleName&quot;:&quot;content-canvas&quot;,&quot;yLinkText&quot;:&quot;Over a Third of Viewers Have Canceled Subscriptions Due to Frustrating App Experience, Survey Finds | Exclusive&quot;}\" class=\"link \">Over a Third of Viewers Have Canceled Subscriptions Due to Frustrating App Experience, Survey Finds | Exclusive<\/a> appeared first on <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.thewrap.com\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"elm:link;elmt:article_link;slk:TheWrap;itc:0;sec:content-canvas\" data-yga=\"{&quot;yLinkElement&quot;:&quot;context_link&quot;,&quot;yModuleName&quot;:&quot;content-canvas&quot;,&quot;yLinkText&quot;:&quot;TheWrap&quot;}\" class=\"link \">TheWrap<\/a>.<\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over a third of consumers \u2014 36% \u2014 have canceled a subscription due to frustrations over a bad app experience, according to a new Hub Entertainment Research and CTAM survey exclusively obtained by TheWrap. When looking at viewers under the age of 25, the figure came in slightly higher at 43%. The study, which is [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2490085,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[366983,490268,376446,490269],"class_list":["post-2490084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-entertainment-research","tag-hub-entertainment-research","tag-subscription","tag-survey-respondents"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/07\/Over-a-Third-of-Viewers-Have-Canceled-Subscriptions-Due-to.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2490084","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2490084"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2490084\/revisions"}],"predecessor-version":[{"id":2490086,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2490084\/revisions\/2490086"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2490085"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2490084"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2490084"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2490084"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}