45% of the U.K., 49% of U.S. Unwilling to Pay for SVOD Service
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).
While pay TV is still a larger area, online video services are growing at a faster rate. SVOD revenues will reach $69 billion in 2023.
Pay TV viewing time is down and so is DVR use. Viewers in five countries are turning to online methods for more of their daily video.
With Parrot's demand ratings, broadcasters and OTT providers can measure the popularity of content streamed from any service.