June 26, 2018
Despite the popularity of Netflix, Amazon and Hulu, nearly half the country isn’t willing to pay for any video subscription streaming service, according to a new study from Parrot Analytics, released June 25.
In its latest Global Television Demand Report, Parrot Analytics features a four-country audience study focused on consumers’ propensity to subscribe to streaming video services in the United States, Brazil, Italy, and the United Kingdom. Parrot Analytics investigated consumers’ willingness to subscribe to up to four streaming subscription video services in March 2018. For the U.S. panel, nearly half of the respondents (49%) said they were not willing to pay for any video subscription streaming service.
By comparison, 45% of the British respondents and 43% of Brazilian respondents surveyed followed those in the U.S., but 82% of Italian respondents said they were willing to subscribe to one or more SVOD services.
Brazil had the greatest percentage of people willing to pay for four or more video subscriptions, mostly between the ages of 18 and 24 and predominantly male.
The United States had the fewest (4%) willing to pay for four or more services.
In the U.K., consumers aged 55 to 64 make up 28% of subscribers willing to subscribe to three SVOD services, while people 25 to 34 make up 29% of subscribers willing to subscriber to four or more platforms.
“We were really surprised at how consumers’ willingness to pay for multiple SVOD services is different for each of these markets, especially Italy, and it was interesting to discover that U.S. consumers were the most reticent of the four markets we examined,” said Samuel Stadler, VP of marketing for Parrot Analytics. “However, our findings were in line with the latest Netflix subscriber numbers, which show about 20% of the U.S. population having subscribed to their service – the same number we found that are willing to pay for one service, so that makes sense. What was also a consistent theme in our study is that for every market we looked at, males are more willing to pay for SVOD services than females.”
The Global Television Demand Report also looks at the most popular digital original series from January to March in 10 different countries: Australia, Belgium, Brazil, Greece, Italy, Netherlands, South Korea, Switzerland, the U.K. and the U.S. The top digital series in the U.S., Switzerland and the U.K. was CBS All Access’ drama “Star Trek: Discovery,” edging out Netflix’s “Stranger Things.”
However, “Stranger Things” was the top digital series in Australia, Belgium, Brazil, Greece, Italy, South Korea, and the Netherlands for the quarter.
Parrot Analytics ranks TV series across both SVOD and linear/broadcast channels in 100+ markets using its global TV demand measurement system, which collects billions of daily consumer Demand Expressions (streaming, downloading, social media interactions, blogging etc.) and then weights and ranks these audience demand expressions according to their significance .