Nearly half of US consumers are unwilling to pay for even one streaming on-demand service, according to Parrot Analytics’ Global Television Demand Report.

The report, which focuses on the first financial quarter of 2018 and studied ten global territories, found that US consumers were least likely to sign up to SVOD services among the regions. The territories include Australia, Belgium, Brazil, Greece, Italy, Netherlands, South Korea, Switzerland, the UK and the US.

In the UK and Brazil, consumers had similar results with 45% and 43% saying they aren’t willing to pay for a single streaming service, respectively. By comparison, 82% of Italian respondents said they were willing to subscribe to one of more SVOD services.

Read more on : Parrot Analytics: 49% of US consumers unwilling to pay for any SVOD services