We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company , Tonga Email List The trend to watch VoD content has been growing steadily over the last few years. The pandemic has only accelerated the pattern and consumers are spending more and more time watching series, movies, documentaries and other programs on demand. Although the brutal growth of the companies that offer these services – as has happened to Netflix in its last results – has slowed down in the face of the peaks of the months of confinement, its position in the market remains very positive.

Users are opening accounts on these services and spending a lot of time viewing these content. The last of the studies on VoD time and services has been carried out in the UK. According to the conclusions of the analysis of The Trade Desk, the time that the British spend watching streaming content can already be read in equivalent of days. Thus, one in five Britons spends 16 hours a week watching streaming content. It is, in exchange, the equivalent of two working days. Users themselves feel that they are now watching more content than ever: statistics indicate that 58% acknowledge that they are now accessing more streaming content than in the past. Since the pandemic began, its guidelines have risen, they say.

This occurs despite the fact that consumers themselves are somewhat reluctant to pay for content. 25% say they are not prepared to pay for a service to access this content and 48% say they do not spend more than 10 pounds a month on VoD. They only pay for one service. Only 21% are willing to pay more than 20 pounds to access streaming content. The study is the most recent, but not the only one that has taken into account how much time consumers spend watching this type of content. One company, Comparitech, concluded the global average time that users spend on Netflix based on the calculations of its own tool, Time Spent Streaming.

On average, since they open an account, users spend 47 days watching content on Netflix, of which 39 – 83% – go to series. Argentina, Peru, Chile and Mexico are the countries in which the most time is spent, ranking well above the global consumption average. Spain is also above the average, although not at the level of those countries. On average, Spaniards spend 49 days watching content on Netflix, of which 79.53% is time devoted to series. Europe, yes, is the continent where fewer minutes are spent watching content on Netflix. What this means for brands These data are not just a curiosity about habits and content consumption. It is also an element of alert for advertisers, who are seeing how the television audience falls and who will have no choice but to learn to play with the formats that best adapt to this differentiated environment, such as product placement.

In addition, it could also support advertising alternatives in the future, an element that is increasingly present in the US market (which sets the standard in this area for the rest of the markets) and which has yet to be exploited in Europe. Returning to the data from the British study, the conclusions indicate that there is already a certain interest in the experience of streaming with advertising. 40% of those surveyed say they would prefer a subsidized VoD service, even if that subsidy is the income generated by the ads. Of course, not everything is acceptable in advertising terms to be able to pay little. 45% acknowledge that they want fewer advertising breaks than are common on TV.

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