CASE STUDY: VOYO THRIVES WHERE NETFLIX LOSES

VOD service Voyo has managed to gain ground where foreign Netflix falls short in the Czech market, according to a case study by Ipsos.

Of the VOD services, consumers in the Czech market are closest to the Netflix brand, and therefore have the most positive expectations of it. The second closest, albeit at a distance, is the video platform TV Nova Voyo, which manages to occupy a space where the foreign streaming giant is not as strong. This is primarily in the offering of Czech films and series and also in the perceived value-for-money setting. This is according to a case study by research agency Ipsos.



Voyo has also improved the most in the eyes of Czechs over the past 12 months. By contrast, Netflix has deteriorated year-on-year, according to consumers.



In the Czech market, Netflix is strong across almost all drivers. People associate it with a service they like to use when they want to relax and unwind after a long day or when they have more time for longer viewing. They also see it as a player that helps them discover the world and inspires them. The only driver where it lags is the supply of Czech films and series, where Voyu has managed to make inroads.

"The other thing Voyu has managed to do is get the perceived value right against the price viewers pay for the service. Although, perhaps surprisingly, price is not one of the top drivers in this category, it is worth mentioning that Voyo is perceived significantly better than Netflix on this parameter," Miroslav Paška explains for Ipsos.



Voyo managed to outperform even its Czech competitors in consumer perception, both in the aforementioned perceived price advantage and in more "technical" parameters, such as the ability to share the account with family or friends, viewing on different devices, ease and orientation of control, or playback in high quality. "The undeniable advantage of the Voyo brand, then, is its stronger association with regularly and frequently updated content, which is one of the most important drivers of a positive relationship with brands in this category. Prima+ is below the average for the whole market on this. Arguably, this attribute also helps the Voyo brand to position itself more clearly in terms of observed end benefits, with the profile being driven by the benefits of structuring and scheduling time and maintaining a routine," explains Paska.

Last but not least, the Voyo brand has also managed to build a stronger association with different viewing occasions in the minds of customers more than other players - with the exception of Netflix. People like to watch it when they want to unwind, when they want to watch something briefly, when they want to watch something with family or friends, before bed or for a quick start to the day. Background viewing is also a strong opportunity where the Czech video platform is similar to Netflix.

Source: mediaguru.cz