The original content pays off. Especially when it comes to attracting users and getting them to subscribe to video on demand services. But how much are these investments really worth and weigh to create exclusive shows? This is explained by a report dedicated to the USA and signed by Hub Entertainment Research, which tries to give some numbers regarding the importance of guaranteeing original and quality content on its platform.
When the subscription passes for exclusive shows
The analysis by Hub Entertainment Research reveals first of all that more than half of users between 16 and 34 who use video on demand subscriptions decide to subscribe to a service in order to access the vision of a specific and particular show (54%). And when it comes to “original content”, the market reference today is Netflix. The streaming entertainment giant is in fact mentioned as the best producer of original shows by almost a quarter of the panel of respondents (23%). And the audience of the respondents is absolutely heterogeneous: it covers, in fact, an age group from 16 to 74 years, all users who regularly watch TV during the week and who have access to broadband.
Netflix distances everyone in video on demand
Behind Netflix, the void: or almost. In fact, speaking of original content, the top 5 of the networks mentioned by users sees Amazon Prime Video, Espn, Cbs and Hbo follow : but if for the first two the mentions are around 6%, for the fourth and fifth service it drops to 5% and 4% respectively. Data that on the one hand are explained by the Netflix domain among the most popular streaming platforms, on the other by its strongly generalized adoption.
How much does the original content weigh?
As we said in the beginning, the term “original content” has a strong impact on users’ choices . For the most part, in fact, it has a decisive impact on the interest they can show towards a show. Three out of five consumers, in fact, point out that they are a little more (41%) or much more interested (16%) in a new program when announced as exclusive.
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Never without Netflix : this unwavering evidence for 44% of consumers interviewed by Hub Entertainment Research last year, is confirmed also in this but with a slight drop in consents (39%). The streaming giant is, in fact, still considered the most indispensable among video on demand services, but increasingly more and more fierce competitors appear: in fact, in the ranking, follow Cbs (28%), Abc (28%), Nbc (26%) and Espn (22%). Another player, on the market for just a few months, is already gaining a lot of ground and is preparing to play an absolute leading role in the near future: it is Disney +, already considered an indispensable service by 14% of respondents from the Hub Entertainment Research survey. On a further note: it seems that Mickey Mouse and company streaming subscribers are more likely to sign up for a new service linked to a particular show, with 61% claiming to have done so in the course of 2019.
How streaming subscribers behave
Not all users who choose a streaming service behave the same way. The first discriminant, in terms of choices, is connected to the age group. If between 16 and 34 years old, as explained at the beginning, 54% of users choose to subscribe to a subscription to access the vision of a specific show, only 22% of those over 35 years of age behave in the same way. But it is not the only difference in terms of choices. 44% of the oldest of the users of a service are more likely to choose a show on the basis of gender than the panel of the youngest (32%).At the same time, the so-called older viewers are more inclined (24%) to choose a program based on the criterion of which is the service that makes it usable compared to younger viewers (19%). To counterbalance, the predisposition of the youngest (25% vs. 16%) to be more attracted by the vision of shows where all the episodes in a single solution are made available by the on demand service : a propensity that brings them even to an uninterrupted view of the program until its conclusion, the so-called binge watching phenomenon .
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The latest consideration of Hub Entertainment Research’s analysis of video on demand services is linked to a possible forced choice. What could users not give up? For those aged between 16 and 34 the answer is obvious: Netflix (53%). But, somewhat surprisingly, for the younger ones they follow Hulu (26%) and Disney + (25%). Instead, the choices of the over 35 years and of the older users in general are completely different : the option of indispensable services, for them, sees Cbs (38%), Nbc (35%) and Abc (35%) excel. With all due respect to Netflix.
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