Consumer Relationships with Streaming Video Services & Their Viewing Behaviors
Are streaming video consumers abusing your free trial subscription by bingeing on content and quitting before they must pay? Are discounts an effective tool in moving subscribers beyond that all important three-month barrier? And what service features are most effective in keeping consumers loyal to your video service?To answers these and many other questions, Vindicia commissioned nScreenMedia to examine consumer relationships with streaming video services and their viewing behaviors. The result is the detailed research study Keep My Customer – Why Consumers Subscribe to, Stay with, Cancel, and Come Back to Online Video Services.
The comprehensive study surveyed 1,000 consumers across the US, all of whom use subscription video on demand (SVOD) services. Key results included:
- 70% of households have a subscription to at least one streaming video service
- The average viewer subscribes to 3.4 streaming services and pays an average of $8.53 per service
- Discounted offerings are an under-exploited opportunity for SVOD service providers
One of the study’s major findings is that involuntary cancellations are a substantial problem for the industry. The study revealed that over a quarter of US online video streamers have had an SVOD service canceled due to a card problem. And of those, 30% did not return to the service.
Hosted by: nScreenMedia Founder and Chief Analyst Colin Dixon, along with Vindicia Marketing Manager Mark Bishop