How Do Netflix, Amazon, Disney+, and Other Platforms Win Over Non-Users?
Explore strategies to attract new consumers
When analyzing users who do consume online content but canceled subscriptions to certain platforms, BB Media identified that economic reasons are also a considerable factor. In fact, the main reason for users who canceled their Max subscription in the United States is that they consider the platform to be expensive (51%). This issue is not limited to this streaming service but is also observed with Disney+ (29%), Netflix (45%), and Prime Video (33%), among others. Other reasons for unsubscribing include switching to another platform, cutting expenses due to financial situations, and a perceived decline in the quality of the offered movies and series.
How do platforms respond to this scenario? Regarding the economic factor, major streaming platforms have started to introduce ASVOD (Ad-Supported Video on Demand) plans. In the United States, multiple platforms have adopted the scheme of including commercials, thus offering a cheaper package to avoid losing users. This decision aligns with consumer opinions. According to BB Media, in the United States, 66% of users prefer a more economically accessible plan, even with advertisements, compared to 34% who are willing to subscribe to a more expensive plan with ad-free content.
In conclusion, the streaming industry continues to evolve to adapt to the changing needs and preferences of consumers. Analyzing the reasons behind not consuming online content is essential to understand the preferences and behaviors of potential users and design effective market penetration strategies.
BB Media | Multiscreens+ Price, Plans & Bundles | 2Q 2024 | Online Media Essentials | 4Q 2023
ABOUT BB MEDIA
BB Media is a global Data Science company, specialising in Media and Entertainment for over 37 years. BB Media monitors more than 4,500 streaming services across 250 countries and territories, including their prices, plans, bundles, and commercial offers. In addition, it monitors all movie and series catalogues, including standard metadata. Streaming services, networks, programmers, cable operators, agencies, advertisers, studios, distributors, content apps, and tech companies rely on BB Media’s valuable information and analysis to make strategic decisions.
BB Media is part of Fabric.
ABOUT FABRIC
Fabric is the entertainment industry’s leader in data and operations solutions, empowering broadcasters, studios, distributors, producers, and media organizations to connect people with the content they love. Fabric’s platform combines the best of metadata and supply chain management with powerful media resource and workflow solutions, enabling customers to manage identification, editorial, technical, discovery, and AI-generated metadata with ease. By integrating cutting-edge technology with decades of industry expertise, Fabric streamlines operations, enhances decision-making, and drives efficiency across the entire media supply chain.
Do you want to know more about what we do?
Do you want to know more about what we do?
Gain insights into content demand, empowering smarter decisions and maximising your media strategy's success.