In a conversation a few weeks ago with a group of Internet users about the VoD platforms to which we were subscribed, several were the voices that ended up pointing out that, no matter how many new platforms appeared and however attractive they were, they were not willing to pay for no other more. The point was that they had already subscribed to several and that they were beginning to show a certain tiredness at the addition of new profiles and new payments, no matter how low these were.And the truth is that this feeling is more and more common and more and more consumers feel that they have reached their payment and subscription limits, something that is bad news for digital media (which are now trying to activate their media formats). payment) and for new competitors entering the VoD market.

Unless they are very powerful in terms of content and branding, as with Disney +, they will have to Belgium Phone Number List fight a lot harder to get a position in the market.So, perhaps, for new competitors, the time has come to consider using other formats as a platform to reach audiences. Instead of waiting to earn subscriptions, perhaps it is time to consider monetization alternatives. Traditional television has used advertising as a way to monetize content and perhaps that is the way that new VoD platforms will have to be profitable. The internet giants, in fact, are already exploring that possibility. Google launched free movies with ads on YouTube a few years ago in the US and may now be exploring doing so on Google Play .

Consumers are receptive to the idea, as a study has just shown. As a study by Integral Ad Science has just shown, more and more consumers have access to media to access content on demand, but also more who are receptive to the idea of ​​viewing ads in exchange for not paying for content.76% of consumers, according to the conclusions of the study, are willing to see ads while accessing the content, as long as that content is free and they do not have to pay for it. And as more and more consumers are saturated by the payment market but still want to access VoD content, this could become an emerging idea.In fact, according to the study data, 88% of consumers already have access to connected television and 83% already pay for at least one content access system.

On average, they typically have 3 paid services, which makes it unsurprising that subscription fatigue is also growing.Not just any adMind you, in this ad-supported VoD alternative, brands can’t just serve ads. They must measure very well what they do and how. 55% of consumers indicate that advertisements must include high-quality content. That is, the advertising strategy must be taken care of in detail.The study is not the first to point in this direction. One of The Trade Desk already pointed out, as they recall in Marketing Dive , that consumers were willing to see ads if it lowered the price rates of their VoD subscriptions. Instead of paying a higher price, they wanted lower prices and ads during viewing.

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