More than half of Czechs share their passwords to streaming services with others. Domestic users also hear a lot about marketing services, Axocom research shows.
The number of viewers watching streaming services in the country is growing steadily year on year. This is helped by the expanding range and competition in the market, as well as the fact that Czechs are happy to share their passwords. Up to 60% of subscribers share access to their accounts with colleagues at work or friends. This is according to a survey conducted by Axocom in March.
It focused on the habits and usage of streaming platforms. The data shows, among other things, that Czechs currently make their decisions most often based on price. This is key for 38% of respondents. The second most important criterion is the platform offering, with 30% of subscribers making their decision based on this. The popularity and brand awareness of each platform was cited as a reason by 22% of respondents. The remaining 10% gave the recommendation of friends or people in their environment.
"Czechs are very conservative and this influences their decision-making. If it's not free, they want the maximum possible for the minimum amount of money. That's why they look most at the price and the breadth of the offer. On the contrary, only 5% of subscribers do not care about the price at all," said Erika Luzsicza, Axocom's CEO.
As far as price is concerned, the survey shows that Czechs listen to marketing promotions the most. According to them, up to 70% of subscribers make their decisions. Only a quarter of respondents accept the pricing policy, saying that they pay for their favourite or selected series and shows. And the remaining 5% did not consider price at all or decided to subscribe spontaneously.
"It is thanks to various discounts and promotions that the new streaming services have a chance to gain a foothold in the market. Local services then most often grow thanks to discounted packages, i.e. bundling with other services and offers. Without this, they would not have had the opportunity to catch up with the otherwise dominant Netflix in popularity," says Erika Luzsicza based on the survey data, adding that among those who started using the service for free as part of a promotion, 33% admit that they became paying viewers because they forgot to cancel the service.
Long-term users of streaming platforms are the most likely to agree (58%) that they find it difficult to navigate the offer, spending more than one hour a week searching for a suitable show. A further 25% of viewers say they find the offer of just one service inadequate. And only 17% of respondents say they are unreservedly satisfied with what they receive.
"In the long run, it appears that viewers are overwhelmed and sometimes even paralyzed by the streaming services on offer. As a result, they often spend more time searching than actually watching. Some then admit that they would find it easier to put together a programme like on traditional TV," concludes Erika Luzsicza.
Source: mediaguru.cz
