Subscription systems to access content have become a fashionable and emerging element in recent years. Although it is very difficult for generalist information media to get their users to cross the line and pay for the news (the success of the paywalls is rather questionable), it has not been so difficult for the on-demand content platforms. complicated. In fact, video content has become a powerful claim.Amazon uses them as an element that rounds out its Prime service (and that in some countries, such as the US, they are a compelling attraction by themselves) and other network giants have tried to use them as a way to attract and keep their consumers (Just think about Facebook’s attempts with Watch). Other big tech players plan to enter the video-on-demand market (see the case of Apple) and others have established themselves as key players in it, such as Netflix.In general, it could be said that these services use an asset as a key element. Consumers pay a fee to access that content, and the services remove the advertising. There is no ad pause and no ads that are served before viewing content. Viewers just have to sit back and watch episode after episode, something that has become a serious problem for advertisers as these services accumulate more and more viewing hours and more and more viewers (in fact, VoD platforms are cannibalizing traditional television already).

But can video-on-demand Macedonia Phone Number List systems survive without ads? Is it possible to establish yourself in the market without resorting to advertising and remain profitable? The answer to those questions is complicated. In fact, analysts have been pointing out for weeks that Netflix will have no choice but to include ads at some point, although the platform has already stepped up (which is logical considering that the rumors and messages were only increasing and increasing) and has said that they do not plan to introduce advertising . The analysts, however, had thrown their accounts and pointed out that it was the logical way to be profitable.For VoD platforms, introducing ads, however eager brands may be on the issue, is undesirable.

Their users prefer them precisely because of their ad-free nature. Posting advertisements may serve to scare off your consumers.At the same time, however, they must cope with increasing market saturation. Consumers are starting to show signs of subscription fatigue. They pay for so many different things that they start to be fed up with it and do not want to pay for one more item. This makes things difficult for the upcoming platforms (2020 promises to be the time of a market bombshell and will see many new offerings from many giants, including from the traditional audiovisual industry) but also makes it more important than never knowing where the limit is.They are not willing to pay much moreStudy data show that this limit is very low.

A Morning Consult study , in collaboration with The Hollywood Reporter, asked consumers about this question (based on a US sample). Consumers were receptive to a subscription format that makes them pay more but accumulate the subscriptions that interest them in a single payment.Of course, pay do not want to pay a lot. The optimal price of monthly payment for the subscription package is at $ 21, with a range between 17 and 27 in what would be acceptable. In exchange they want to pay about 18.8 euros and between 15 and 25 euros, euro above euro below. In that rate they want to put what they are interested in, but something that, based on current market prices, seems complicated.

At that ideal price they could only add up to the cheapest rates from CBS All Access, Hulu and ESPN +.This amount is much lower than what consumers are used to paying for their cable services (34% of consumers who have them in the US pay between $ 51 and $ 100 a month), but it makes it quite clear how things are and what consumers expect. Right now, most consumers pay at most for two streaming services. 66% pay up to two services and only 28% go up to three or four. Only 3% go to five or six.And if consumers aren’t willing to pay much more, how can VoD platforms survive ad-free?

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