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So for Amazon though, I feel like if you're doing the free trial and you don't input, but even then you input your credit card, right? I don't understand how it's tricked and accidental if I have to put in my credit card number to either get the free trial or accidentally buy Prime. I guess that's the backend, I understand.

US consumers, inflation adjusted median household income, it's a lot, fell for the third straight year in 2022 according to the US Census Bureau and Zack, Zak Stambor who we mentioned earlier, noting part of the reasons people are finding it harder to get access to credit. A record number of folks saying it's harder to get loans, credit cards, mortgages.

It's solely things that people have to fork over a credit card for. Marcus Johnson:. Okay. So it's SVOD? Ross Benes:. Subscription OTT, SVOD. Basically, there's many acronyms in this space, unfortunately. Marcus Johnson:. Yeah. Okay. So it's on that side of the bracket, if you will. It's on the streaming side, under streaming AVOD and SVOD, and under SVOD, you've got the ad-supported and the ad-free.

We're seeing things now like increased credit card debt, more defaults, interestingly, even among American Express card holders who tend to be a more wealthy consumer, and increases in the use of Buy Now, Pay Later services, even for things like paying for groceries, using credit cards to pay rent for example.

Maybe they come in through different points for your loyalty service or your credit card or your form fill. This information is all different.

And so there is this weird tension that's happening, but the pendulum is starting to swing in the disfavor of the consumer because of all the things you just said, around the savings rates are going down but credit card usage is going up, and as the interest rate continues to go up, and nevermind what just happened in the banking system.

It's a really interesting thing because obviously, a lot of Gen Z'ers are jumping onto BNPL because they either don't want to embrace traditional credit cards or don't have the credit yet, but it's still effectively very similar. Debt is debt.

I think in the age of face ID and one click checkout, having to enter any kind of information on a mobile phone is very frustrating, particularly credit card information and billing address if it's not already saved there or stored somehow.

When I travel a lot, I always have trouble with my credit card because I might use it in New York and then I try to use it in the next place I am and I get a false decline and that really hurts conversion because I might not have time to call and say, "Oh, it's actually me, I'm here."

Am I going to put on my credit card? Am I going to get BNPL? I think that's some of the choice we're talking about. But you're also talking about other kinds of choices, choices that enhance a customer's experience. Sean Welsh:. Yes. I mean, which card you pull out of your wallet first of course is the name of the game. Rob Rubin:. So that's a customer's choice. So how do you get them to choose?