The Czech Republic saw a 30% increase in subscriptions to video-on-demand (VOD) services last year. Netflix, Voyo, Disney+, Spotify and HBO Max were the most subscribed to. This is according to a study by Deloitte.
The number of subscribers to streaming platforms in the Czech Republic is stable and continues to grow. Despite high inflation and the rising cost of living, 10% of users have cancelled their subscriptions in the past year, half of whom plan to subscribe again in the future. Last year, 29% of Czechs aged 18 to 65 either re-subscribed or renewed their subscription to a video streaming service. Czechs most often subscribe to Netflix, Voyo, Disney+, Spotify or HBO Max, according to a new survey of digital consumer trends published by the consulting and technology company Deloitte. The global Deloitte Digital Consumer Trends study annually maps the behaviour of more than 36,000 people from four continents and 21 countries, including 1,000 respondents from the Czech Republic.
The main reason for cancelling subscriptions in the Czech Republic last year, as well as the year before, was low usage of the streaming service, which was cited as the main reason by 30% of respondents. Other reasons included the price being too high (21%) or people's rising costs in other areas (18%).
Most Czechs share their subscriptions, even though doing so may violate the terms of use. At least 36% of subscribers share at least one of the three most used video streaming services outside their household, and 6% of respondents additionally said they shared access to their account with three or more households.
"As the prices of SVOD services have increased over the years, consumers have begun to behave in ways that are most beneficial to them. As a result, many do not see account sharing as a problem. Some streaming platforms are starting to combat this trend by, for example, requiring subscribers to connect from the same wi-fi, making it more difficult for other households to use the account. Going forward, I expect platforms to act even more forcefully against account sharing, but at the same time offer, for example, a discount for sharing subscriptions with other parties," says Jan Kudlák, a telecoms expert at Deloitte in the Czech Republic.
The same topic was also covered in another part of the survey, which asked respondents how they would behave in the event of a ban on account sharing. Most of them (38%) would choose to pay extra for sharing, but the price would have to be less than full. In the case of a ban on sharing, people could also imagine a subscription for the same amount but with ads. Conversely, people are least open to creating another account for the full subscription price if sharing is banned.
"I expect that this year streaming companies will charge more for premium content, fight subscriber churn by offering longer subscription periods and try to meet the demand of those consumers who focus on bargain prices, for example by using multiple tiers of pricing offers to increase their profitability," Kudlak predicts.
Another of the survey questions concerned music streaming services. Of respondents aged 18 to 65, 24% subscribe to music. It is most prevalent (53%) in the youngest group of 18 to 24 year olds, where around one in two people use paid music platforms. In contrast, the lowest coverage is in the 55 to 65 age group, where it is just 10%.
"The youngest respondents to our new survey grew up in the era of music platforms like Spotify and Apple Music. So they haven't experienced a world without streaming music, which is the obvious and most convenient for them," Kudlak adds, noting that he expects a continued decline in the consumer audio market this year and an even bigger shift to seeking out non-music formats such as podcasts or audiobooks.
Study available here: Deloitte Digital Consumer Trends.
Source: mediaguru.cz
Privacy Overview
This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.