THE CHOICE OF CHEAPER WATER SERVICES IS INCREASINGLY COMMON IN EUROPE

The desire to save money is increasingly reflected in media behaviour. Europeans, who on average have two paid subscriptions to SVOD services, are looking for cheaper options.

Media behaviour is changing. Europeans are seen to be trying to save on subscriptions for SVOD services. The credibility of social media is decreasing in their eyes due to the increasing amount of misinformation and fake news. This is according to a new study The New Life of the Living Room by RTL AdAlliance, which surveyed a total of 12,500 people in 14 European markets and the US.

TV is now turned on by 59% of respondents for news, 44% for sports or entertainment. In contrast, the majority (63%) use SVOD services to watch movies and series. The video format is a way for more than half of people (53%) to stay informed.

Meanwhile, the definition of watching TV is currently losing its sharp contours. As many as 52% of respondents watch TV even when they are watching series, sports, documentaries or movies on YouTube on their smart TV, and 22% see watching user-generated content as such. For more than a third (36%), "watching TV" is also when they consume YouTube video content on a computer or mobile phone.

Specifically for SVOD services, we see that Europeans are more likely to choose ad-supported models or cheaper services. 29% of respondents are switching to less expensive options. Netflix is subscribed to by 41% of respondents without ads, 22% with ads and 17% for Disney+ respectively.



Ad-supported streaming services (AVOD) are most prevalent in the US, with Europe being Spain and Italy.

Trust in social networks is declining

Classical media still enjoy much more trust than social networks, but trust in the latter is declining due to the rise of misinformation and fake news. TikTok has the least trust among users. Only 23% of respondents would trust an advertisement from an unknown brand appearing on it, while trust would rise to 67% if they heard it in broadcast , and 66% in the case of television.



While 67% of respondents expect advertising on linear TV to be primarily informative (67%), only a quarter do so for Instagram and Facebook. Similarly, there are higher expectations for TV advertising, even in terms of entertainment (57%) and emotionala quality (54%).



Source: mediaguru.com