This cookie is set by GDPR Cookie Consent plugin. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category. This cookie is managed by Amazon Web Services and is used for load balancing. These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly. These three pillars of the connected ecosystem are analyzed through a comprehensive review of what is available, adopted, and consumed by the customer, as well as reviewing how the market will evolve over time and what the various vendors can do to best position themselves in this evolving market. The service focuses on the three core components of the connected market: the device, the broadband access that provides the connectivity and the content that drives consumer behavior. The report was fielded from April 5- 21, 2022.Ĭonnected Intelligence provides competitive intelligence and insight on the rapidly evolving consumer’s connected environment. ![]() consumers, aged 18+ from diverse regions and demographical backgrounds. The results of the NPD Group’s Connected Intelligence TV Service Switching Study are based on online consumer surveys of more than 5,000 U.S. Consumers that pay a premium for ad-free viewing also place significantly more value in content availability, exclusivity, search, discovery, and user interface, indicating they are a more engaged consumer. ![]() 20% of the ad-supported subscribers reporting the same. When pricing tiers are available, survey results indicate that a customer who pays a premium for an ad-free experience is engaging with the service more frequently with 28% reporting using the service every day or most days vs. As we look to the future – including potential AVOD offerings from Netflix and Disney – understanding the differing consumer value propositions will be key in determining tier structure and pricing strategies.” “For some consumers ad supported tiers can be a way to cut costs without losing access to content. “Consumers are creating a value equation to determine what services they ‘need’ versus those they cancel, especially as they return to experiential activities,” added Buffone. Knowing that a specific TV show or movie was on a service drove one-third of SVOD users to sign-up, an increase versus six months ago, driven by younger viewers (up six percentage points). ![]() ![]() At the same time, promotion/discount offers became the top reason driving preferred sign-up method, moving up four spots from October 2021 (among viewers extremely or very likely to subscribe to a SVOD service in the next six months).īut while price and promotions/discounts play increasingly important roles, content remains critical to the consumer consideration set. In the survey period, the #1 reason cited for SVOD users signing up for a service was because of a free trial offering. “While cost considerations in SVOD services are still dramatically lower than in cable and satellite TV, it is important for providers to recognize that price sensitivity is growing so they can adjust their offerings to retain their subscriber base.”Īs of April 2022, promotional offers and discounted fees were more heavily influencing not only if consumers signed up for a SVOD service, but also their preferred method of sign-up (e.g., direct from the provider). “In the last several months consumers have had to navigate rising prices in many facets of their lives and SVOD services are part of that mix with companies like Netflix and Amazon raising their subscription rates,” said John Buffone, executive director, industry analyst at NPD. In fact, based on the latest TV Switching Study, consumers are also increasingly signing up for services based on promotional or discounted offers. Port Washington, NY, J–According to The NPD Group, from October 2021 to April 2022, cost went from the #4 reason for cancelling a subscription video on demand (SVOD) service to #2.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |