global streaming study produced by Simon-Kutcher & PartnersA global strategy and marketing consultancy, shows that consumers consume more than 11 hours of streaming content a week, a behavior inherited from the pandemic period.
The study provides data on the type of audiovisual content that is being consumed the most in Spain, specifically the study shows that series is chosen as the first option, followed by films. Television, on the other hand, remains the preferred device to consume this content, but followed by mobile phones, where more and more streaming content is consumed.
The results are based on a representative survey conducted by Simon-Kutcher & Partners in April and May 2022. More than 12,000 respondents from 12 countries (Australia, Brazil, China, France, Germany, India, Netherlands, Singapore, Spain, Sweden, United Kingdom, United States) on the behavior, content preferences and willingness to pay users of these services .
Regarding membership fees, the main reason for canceling a subscription is price, with 39% canceling to save money and 30% canceling because the price is too high. However, more than half (53%) will reconsider not unsubscribing if the subscription fee is low, even if it means showing ads.
Also, the older users are, the less likely they are to unsubscribe, while about 40% of users under the age of 24 have unsubscribed.
The rise of streaming has given rise to a variety of platforms, which have increased the cost by increasing the number of subscriptions. According to Hans Munz, Partner and Head of Media & Technology, Simon-Kutcher & Partners: “The current streaming landscape is fostering an ecosystem to generate opportunities with new business formulas such as a hybrid model between subscription fees and ads. To reduce membership fees.
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