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45% of the U.K., 49% of U.S. Unwilling to Pay for SVOD Service
Think everyone receives at least one subscription video service? Think again. A sizable amount aren't willing to pay for even one SVOD.

It might seem like everyone is watching Netflix these days, but 45 percent of consumers in the United Kingdom aren't willing to pay for any subscription video-on-demand (SVOD) service. In the United States, the number is higher with 49 percent unwilling to pay.

This data comes from Parrot Analytics, which asked 500 people each in four countries how many subscription video services they were willing to pay for. In Brazil, 43 percent are unwilling to pay for any. But in Italy, only 18 percent were unwilling to pay for streaming. 

Overall, the survey showed a surprising unwillingness to pay for SVOD services, notes Samuel Stadler, vice president of marketing for Parrot Analytics. Netflix recently released customer data saying 20 percent of the U.S. population subscribes, which is the same amount of U.S. consumers who told Parrot they were willing to pay for only one service.

Parrot also looked at what digital original series were the most popular in the first quarter of 2018. The CBS All Access sci-fi show "Star Trek: Discovery" was the leader in the U.K., U.S., and Switzerland, while the Netflix sci-fi show "Stranger Things" led the pack in Australia, Belgium, Brazil, Greece, Italy, South Korea, and the Netherlands. 

For more data, download the full report for free (no registration required).

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