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up extra cash for an ad-free
experience . But , and here ’ s
the twist , when the idea of
ads entering their favourite
platforms is on the table , the
willingness to cancel shoots
up . In Greater London , for
instance , 78.06 % are saying
no .
Nearly half of those
surveyed ( 47.54 %) are spending
less than £ 15 each month on
streaming . It ’ s a clear sign
that subscribers are budgetconscious
, and it highlights the
potential storm that platforms
could face if they decide to hike
prices .
Over half ( 57.54 %) of those
surveyed said the cost of the
service was the primary reason
they cancelled , showing that
subscribers are super sensitive
to price changes . Close behind ,
32.89 % cited a lack of exciting
content as their top grievance .
This just underlines how vital
it is for streaming platforms
to maintain a diverse and
appealing content library .
Here ’ s the kicker , suggests
Trusted Reviews : 9.02 % of
respondents decided to jump
ship and switch to another
streaming service altogether ,
while a tiny 0.55 % had other
unspecified reasons for their
cancellation decisions .
In conclusion , Trusted
Reviews said : “ These findings
send a strong message to
streaming platforms as they
navigate a fiercely competitive
landscape . They need to tread
carefully when thinking about
price changes or introducing
advertisements , especially with
the strong reactions we ’ ve
seen from users , especially
the older crowd . Any missteps
could lead to mass subscription
cancellations . As the battle in
the streaming industry heats
up , keeping user trust and
satisfaction front and centre is
the name of the game .”
Research : UK video content spend resilient
Research from entertainment
technologist TiVo reveals that
almost half of all UK consumers
have not reduced their video
spending as a result of increases
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in the cost of living . On average , UK consumers subscribe to six paid video content sources , with an average monthly bill of £ 78.06 (€ 90.71 ).
However , while having access to multiple content sources , the inaugural TiVo Video Trends Report : UK found UK consumers report considerable frustration with discovering new and interesting video content , with only one in 10 ( 11 %) strongly liking recommendations they receive from any source .
Of the respondents who pay for video content , 81 % have a subscription to video on demand ( SVoD ) services such as Netflix and 57 % subscribe to pay TV services ( e . g ., Sky , Virgin Media ), but there is a considerable churn risk for both . Two in five ( 21 %) respondents said they stopped their SVoD subscription within the last six months .
The report also reveals the world of Advertising-Based Video on Demand ( AVoD )/ Free Ad-Supported Streaming TV ( FAST ), such as Pluto TV and Freevee , is still in early stages of its path forward , with only 42 % of UK consumers watching AVoD or FAST channels . Further uptake looks promising , however , as 76 % of UK consumers say they are adtolerant if it means not paying for content .
“ It ’ s clear that UK consumers are willing to both pay for content and watch ads to access the entertainment they want , but they have considerable frustration with discovering new and interesting video content in this ever-saturated market ,” said Gabriel Cosgrave , general manager of EMEA at TiVo parent company Xperi . “ It ’ s time for TV manufacturers to invest in creating personalised content experiences across devices that provide dynamic , highly relevant recommendations based on preferences and behaviours to give stand-out experiences and minimise churn .” Additional findings :
• UK consumers prefer to
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binge : More than half ( 52 %)
prefer a whole season of
a TV show to be available
at once so they can binge
it , compared to 21 % who
prefer episodes to be
released one per week
• Social content reigns :
The majority ( 81 %) watches
social video ( e . g ., YouTube ,
TikTok ), with 26 % watching
it on a TV several times a
week
• Smart TV ownership is
very encouraging : Nearly
three-quarters ( 74 %) own a
smart TV and 15 % plan to
make a purchase in the next
six months ( 58 % replacing
a TV and 42 % to add to
another room or location )
• Trust in voice control
needs to improve : Top
reasons for not using
voice control are : not
being comfortable talking
into a device ( 32 %); not
recognising what they said
( 28 %); and it ’ s faster to
browse the menus ( 23 %).
Study : Advanced European countries slow to improve broadband
Surfshark ’ s Digital Quality
of Life Index has evaluated
countries ’ digital wellbeing
based on five core pillars
— Internet quality , Internet
affordability , e-government ,
e-infrastructure , and e-security
— which are made up of 14
indicators . Surfshark found
that even the top countries
in the Index have their
weaknesses .
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“ One of the primary goals of the Digital Quality of Life Index is to highlight areas for improvement for each country . Indeed , no nation in the Index perfected all studied indicators . Even those ranking highest fell short in some aspects . We aim to inspire countries to refine areas that will ultimately elevate the digital quality of life for their citizens ,” says Agneska Sablovskaja , lead researcher at Surfshark . Key takeaways :
• Nine out of 10 countries at the top of the DQL Index are European , and six of these countries lag behind in Internet speed improvement .
• Austria , Germany , Estonia , and Finland lag behind in fixed Internet speed improvement . 20 out of 121 analysed countries in the DQL Index have fixed Internet that exceeds 200 Mbps , while Austria , Germany , Estonia , and Finland have speeds ranging from 100 to 170 Mbps .
• Luxembourg and Switzerland lag behind in mobile speed improvement , with growth rates of 0.6 and 0.1 Mbps / month . Meanwhile , the UAE — a country that already has extremely fast Internet — has been improving its speed at an average of 8.5 Mbps / month , which is most likely as a result of to 5G implementation .
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EUROMEDIA 17 |