Earlier quoted context omitted.
The cost is part of the reasons those never really caught on, not just participation. The number of titles I (and I assume, most people) will watch enough to warrant paying $20 for is vanishingly small. Even $4 a rental is a hard bar to pass at this point with streaming competing. $1-2 to rent though? I'd be all over that. Weirdly, that's the cost to rent a physical disk at Redbox...but an on demand title anywhere is…
I would do a whole lot more digital rentals if the prices weren't so damn high. How is it that it can be significantly cheaper to rent the physical disk than to stream the movie once? How can I watch 20 hours of stuff on HBO in 4k for like $10 or $12 or whatever that runs now for a month, but a single 2-hour movie is $5? It'd also help a lot if I didn't need a different "app" for every store, with its own player UI.…
Compare the current digital rental prices to taking yourself to the theater. While the digital rental rate is high, it is less than one ticket for admission. If you buy concessions, it only goes up. If you take someone else, it gets higher. That one digital rental starts to look less steep from this vantage point. That being said, I still don't do the digital rental.