Changing channels: Consumers check out various streaming options

Fickle: Consumers will go where necessary to get the video content that they want. Photo: AFP Relaxnews

Consumers are clearly taken with streaming services such as Hulu, Amazon Prime Video and Netflix, but for the moment at least, they're not prepared to stick with one company for the long haul. 

According to new figures form Parks Associates, in the US at least, roughly 9% of Netflix account holders have cancelled their subscription, as have 7% of broadband households that hold a Hulu Plus subscription. That number, based on the research firm's metrics equates to almost 50% of Hulu Plus's current subscriber base.