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TV viewers value the convenience, choice, and content
originality of streaming services, even if three quarters of us don’t rate its
value more highly than traditional pay TV.
In a recent survey about consumer attitudes to video
conducted by Criteo, only one in four of 9,000 respondents of a global
sample said streaming represented better value for their money than cable or
satellite TV.
It’s likely that this doesn’t apply to using just one SVOD,
but rather to the bundling of multiple services charged to the wallets of each
household.
Nonetheless, other factors outweigh cost, and we are set to
see binge streaming soar.
In addition to spending time at home, the flexibility of
watching anytime and anywhere, and the availability of new and original content
are the top reasons for watching more streaming content. Two in five viewers enjoy
the availability of free content.
The survey found that “most consumers spend over five hours
per week watching streaming content — and this will keep increasing.”
According to PwC, Criteo notes, “video streaming revenue is
forecast to grow 60% from 2020 to 2025 and reach $94 billion by the end of
2025, with most coming from subscription fees.”
As per other surveys, the amount of TV watching accelerated
during 2020 across both paid and free services. A third of consumers plan to
watch even more paid or free video streaming services in 2022.
Though most consumers watch video streaming on the television
— more than half use their laptop or smartphone to stream content.
This is most prevalent among youngest viewers. Three
quarters of Gen Z watch video streaming on their cell, while nearly two-thirds
use their computer or smart TV.
Across every generation, subscription cost and the quality
of video content are the most important factors when consumers pick a streaming
service. Other important attributes include the flexibility to cancel their
subscription anytime and the availability of free content.
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