2022年媒體消費者調(diào)查報告（英文）-德勤

MediaConsumerSurvey2022AustralianmediaanddigitalentertainmentinsightsThisyear’ssurveyprovidesabroadsnapshotThisyear’ssurveyprovidesabroadsnapshotofaudiencebehaviourduringaperiodofchangingmarketdynamicsinapost-pandemicsetting,withnewperspectivesandinsights,andvigorousconversationrelevantforyourorganisation.IntroductionWhenitcomestodigitalentertainment,consumerchoicehasexplodedoverthepastdecade.Theunbundlingofcontentpropositionstoindividualstudios,broadcasters,publishersandotherplayershasscatteredcontentfarandwide.Whilegrowthindigitalsubscriptionpenetrationacrossnewsandsportisslowing,wecontinuetostackmoreesatethiscomplextthoughandwereseeingmoresavvyproactiveandfrequentswitchingbehavioursasconsumersself-curatetheperfectmediabundle.theseincreasinglysophisticatedbehaviours,seekingtoretainshareofmindandattentionassubscribersfeelthepinchwhenitcomestothecumulativecostofmedia.Thishasheraldedthelaunchofnewad-fundedpropositions,re-shufingoffeaturesacrosspaidtiersandgreaterfexibilityinbite-comfortablewithtrade-ofsbetweenexperienceandcost,andthisisspurninggreaterinnovationinthewaysorganisationsmonetisetheircontent.Amidcompetitionbetweendigitalmediasubscriptionproviders,thebroaderbattleforconsumers’timeandattentionisintensifyingSocialmediaanduserofourentertainmenttime;actingasasingledestinationtsformsvideoreelslivestreamsThougholdergenerationsarestillmoreengagedwithlonger-formcontent,dedicatedvideoplatformsimportanttosateappetitesforshort-formcontentaudiencebehaviours,attitudesandtrendsindigitalmediaandentertainmentservices.Wedelveintotheopportunitiesandchallengesforaudiencesandtheindustry,including:?Theproactiveapproachconsumersareadoptingtomanagetheirdigitalmediarelationshipsinthebattlegroundforaudienceattention.?Howincreasingpressureonentertainmentbudgetsarecompellingmediaproviderstorethinkthewaytheyattractandretainsubscribers.ngenerationalconsumptionhabits.?Thegenerationaldiferencesinhownewsisdefnedandconsumed,andwhatdrivestrustworthinessininformationsourcesacrossproviders.Howengagementwithsportisevolvingacrossamuchbroaderandmorevariedcontentexperience.4Aboutthissurvey|MediaConsumerSurvey2022AboutthissurveyThe2022editionoftheMediaConsumerSurveyprovidesinsightintohowAustraliansacrossfvegenerations(fromGenZtoMatures)consumemediaandentertainment,particularlythroughdigitalchannels.Weinvestigatehowthishaschangedovertime;examinethebehaviours,preferencesandtrendsimpactingtheindustry;andinferhowtheymaychangeinthefuture.Surveyparticipantagegroupsconductedbyanindependentresearchorganisationusingself-reportedsurveydatagatheredfrommoreraliaAsinallpreviousyears,therehavebeenamendmentstothelistofquestionstoensurealldatacollectedisrelevant.Thisallowsustoexplorenewandemergingbehavioursandtrendsinmediaandentertainmentconsumption.revitalisedourquestionsrelatedtotrustandinfuenceofnewsaswellasthenexthorizonofmediagiventheWillCastlesPartner–ConsultingNationalTech,Media&TelcoIndustryLeaderecomauPeterCorbettPartner–ConsultingNationalTelcoLeaderpcorbett@.auJeremySmithDirector–ConsultingNationalMedia&EntertainmentLeaderjeresmith@.auMaturesGenZMaturesGenZ16-24GenX39-55Boomers56-7475+56-7475+2022inbrief|MediaConsumerSurvey2022MindovermatterAgenerationalsnapshot:age,notjustanumber$$62Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchinglive#1free-to-airTV#2Watchingpaid#2TV/movieservices#3Browsingtheinternet84%3184%31%31%33%HavethreeormorepaidHavethreeormorepaidentertainmentsubscriptionsHaveatleastonepaidentertainmentsubscriptionAreexceedingtheirtargetmonthlyentertainmentbudgetHavecancelledoneormoresubscriptions inthelastsixmonthsormoresubscriptionsinthelastsixmonthsAveragenumberofpaidentertainmentsubscriptionsinthehousehold3.3Weeklyhoursspentwatchingvideoonsocialmedia2.8Weeklyhoursspentwatchingcatchupfree-to-airTVWeeklyhoursspentwatchinglivefree-to-airTVWeeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Television|Newspaper|Radio$$82Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchingpaid#1TV/movieservices#2Browsingsocialmedia#3Browsingtheinternet95%56%63%73%95%56%63%73%43%HaveaddedoneorHaveaddedoneormoresubscriptions inthelastsixmonthsHavethreeormorepaidentertainmentsubscriptionsHaveatleastonepaidentertainmentsubscriptionHavecancelledoneormoresubscriptions inthelastsixmonthstheirtargetmonthlyentertainmentbudget4.5AveragenumberofpaidentertainmentsubscriptionsinthehouseholdWeeklyhoursspentwatchingvideoonsocialmediaWeeklyhoursspentwatchingcatchupfree-to-airTV6.5Weeklyhoursspentwatchinglivefree-to-airTVWeeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Socialmedia|Digitalnewsaggregators|Television2022inbrief|MediaConsumerSurvey2022MindovermatterAgenerationalsnapshot:age,notjustanumber$$84Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchingpaid#1TV/movieservices#2Browsingtheinternet#3Browsingsocialmedia94%67%594%67%50%53%38%HaveaddedoneorHaveaddedoneormoresubscriptions inthelastsixmonthsHavethreeormorepaidentertainmentsubscriptionsHaveatleastonepaidentertainmentsubscriptionHavecancelledoneormoresubscriptions inthelastsixmonthstheirtargetmonthlyentertainmentbudget4.2Averagenumberofpaidentertainmentsubscriptionsinthehousehold4.7WeeklyhoursspentwatchingvideoonsocialmediaWeeklyhoursspentwatchingcatchupfree-to-airTVWeeklyhoursspentwatchinglivefree-to-airTVWeeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Socialmedia|Television|Printednewspapers$$56Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchingpaid#1TV/movieservices#2Browsingtheinternet#3Watchinglive#3free-to-airTV84%49%27%84%49%27%32%28%HaveatleastonepaidHaveatleastonepaidentertainmentsubscriptionHaveaddedoneormoresubscriptions inthelastsixmonthsAreexceedingtheirtargetmonthlyentertainmentbudgetHavethreeormorepaidentertainmentsubscriptionsormoresubscriptionsinthelastsixmonths2.8Averagenumberofpaidentertainmentsubscriptionsinthehousehold2.6Weeklyhoursspentwatchingvideoonsocialmedia2.1Weeklyhoursspentwatchingcatchupfree-to-airTVWeeklyhoursspentwatchinglivefree-to-airTVWeeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Television|Printednewspapers|Socialmedia2022inbrief|MediaConsumerSurvey2022MindovermatterAgenerationalsnapshot:age,notjustanumber$$43Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchinglive#1free-to-airTV#2Browsingtheinternet#3Watchingpaid#3TV/movieservices32%19%7332%19%73%10%HavecancelledoneormoreHavecancelledoneormoresubscriptions inthelastsixmonthsHavethreeormorepaidentertainmentsubscriptionsHaveatleastonepaidentertainmentsubscriptionAreexceedingtheirtargetmonthlyentertainmentbudgetormoresubscriptionsinthelastsixmonthsAveragenumberofpaidentertainmentsubscriptionsinthehouseholdWeeklyhoursspentwatchingvideoonsocialmedia2.3Weeklyhoursspentwatchingcatchupfree-to-airTVWeeklyhoursspentwatchinglivefree-to-airTV8.2Weeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Television|Printednewspapers|Radio$$47Averagemonthlyspendondigitalentertainmentsubscriptions#1Watchinglive#1free-to-airTV#2Browsingtheinternet#3WatchingpayTV#3(liveoron-demand)64%32%6%64%32%6%16%8%HaveatleastonepaidHaveatleastonepaidentertainmentsubscriptionHavecancelledoneormoresubscriptions inthelastsixmonthsAreexceedingtheirtargetmonthlyentertainmentbudgetHavethreeormorepaidentertainmentsubscriptionsormoresubscriptionsinthelastsixmonthsAveragenumberofpaidentertainmentsubscriptionsinthehouseholdWeeklyhoursspentwatchingvideoonsocialmedia2.8Weeklyhoursspentwatchingcatchupfree-to-airTVWeeklyhoursspentwatchinglivefree-to-airTVWeeklyhoursspentwatchingpaidmovie/videostreamingSpendmostoftheirsocialmediatimeon:Gettheirnewsmostfrequentlyfrom:Television|Printednewspapers|Radioallotherscombined…TV&movies44%Music30%SportsGaming%44% Music64% TV&movies44%Gaming34%News31%Sport2022inbrief|MediaConsumerSurvey2022allotherscombined…TV&movies44%Music30%SportsGaming%44% Music64% TV&movies44%Gaming34%News31%SportSubscriptionsSometimes,moreismore…butmanyhave…butmanyhavesubscriptionstheybarelyuse(underonehourpermonth):perhouseholdperhousehold 4perhousehold perhousehold perhouseholddigitalentertainmentsubscriptions,climbingfrom:2.3perhouseholdin2021,toperhouseholdin022$62permonthin2022up13%)($55in2021,Monthlyspendondigitalentertainmentisrising…sthouseholdsareoverspending:#2Ratherwatchfree-to-airTV#3Pricesincreasedandthereweresimilarcheaperalternativesadded$62permonthin2022up13%)($55in2021,Monthlyspendondigitalentertainmentisrising…sthouseholdsareoverspending:#2Ratherwatchfree-to-airTV#3PricesincreasedandthereweresimilarcheaperalternativesaddedasubscriptioninthelastsixmonthsaveragetargetmonthlybudgetwillhavethesamenumberofSVODsubscriptionsin12monthstime18%willhavemoreSubscriptionsChurnconcerns,costupturnsSwitchon,switcho?: CosttopsthebiggestdriversofSVOD(TV&movies)cancellations…##1Reduceoverallspendingonvideosubscriptions…butmostconsumersdon’tplan…butmostconsumersdon’tplanoncuttingback:GenZarethebiggestoverspenders…ngclosetotheirbudgetspend:cancelledasubscriptioninthelastsixmonthsAveragespendof$44,targetbudgetof$43Averagespendof$82,targetbudgetof$6755%willhavefewerWhenfacingbudgetcuts,digitalentertainmentistheWhenfacingbudgetcuts,digitalentertainmentisthe4thcategory:64%areconcernedaboutthecostofmultiplesubscriptions#1#2#3Groceries#4DigitalentertainmentGaming28%added,21%cancelledMusicNewsSport33%added,29%cancelledEatingout7%48%added,35%cancelled30%added,24%cancelledcancelledAlcohol&tobaccocategoryisfeelingit:2022inbrief|MediaConsumerSurvey2022AdvertisingAlove-haterelationshipWe’rehungryforad-freecontent…39%wouldpayforad-freesports36%We’rehungryforad-freecontent…39%wouldpayforad-freesports36%wouldpayforad-freenews34%wouldpayforad-freegames8%wouldpay8%wouldpayforad-freeTVandmovies44%areinterested44%48%12minutesofads48%perhourforafreewouldpaywouldpayforad-freemusicareinterestedinsixminutesofadsperhourfor$5amonthWe’remostwillingtoengagewithadson…43%TelevisionSmartphonesSmartphonesLaptopcomputers7%Desktopcomputers…andsomechanneIshavemoreinluenceonbuyingdecisionsthanothers:areinfuencedareinfuencedbyadsonfree-to-airTVareinfuencedareinfuencedbyadsonshoppingwebsitesareinfuencedbyadsonsocialmediaspend6-10hoursin21)provestobeverysticky:64%watchmorethantwohoursofUGCdaily48%watchuptotwohoursdailyspend6-10hoursin21)provestobeverysticky:64%watchmorethantwohoursofUGCdaily48%watchuptotwohoursdailywatchmoreUGCnowthansixmonthsagospend1-2hours(28%in2021)49%usesocialstodiscovercontentonotherplatformsThecrowdofcreatorscontinuestogrow:39%createandsharecontentFeelingtheneedforfeedsThelinesbetweenvirtualandphysicalrealitycontinueThelinesbetweenvirtualandphysicalrealitycontinuetoblur:fndengagingwithfndengagingwithfriendsandfamilyonsocialmediaasrewardingasengaginginreallifethanonehourin2021)spendmoretimespendspendmoretimein)watchingUGCthanplannedwatchingUGCthanplannedngboardOurfavouritesocialmediaactivitiesare:wsingswsingsessagingfriends(22%)Newsmajornewspublishersstonewswithsomewhatdiversetone,coverage,opinionsandculturalrepresentation:38%highorextremelyhighdiversity...aheadof:auniquevoiceandperspectivethatNewsmajornewspublishersstonewswithsomewhatdiversetone,coverage,opinionsandculturalrepresentation:38%highorextremelyhighdiversity...aheadof:auniquevoiceandperspectivethatcan’tbefoundelsewhere !Newsconsumptionisfragmented:TVnewsprogramsthemostfrequentsourceofnewsfor34%ofrespondentsSocialmediaplatforms(14%)Newspapers(13%)Digitalnewsaggregators(8%)infuenceConsumersindtheseprovidersConsumersindtheseprovidersmosttrustworthy…Perceivedofcontent(82%)smallandsmallandregionalnewspublishersofcontent(79%)…butsomeremaindoubtful:unsure…butsomeremaindoubtful:unsurewhichnewssourcestheycantrustcontent(75%)moderatediversitywatchsportmorethanonehourperweek…anditfeaturesstronglyintheirsubscriptionstack:27%Women’ssportcontinuesitsmeteoricrise...37%engagewithwomen'ssportwouldwatchmoreifitwereadvertisedmorebroadly44%ofmenengageregularlyofwomenengageregularly47%portisstillamajordrawcard…watchsportmorethanonehourperweek…anditfeaturesstronglyintheirsubscriptionstack:27%Women’ssportcontinuesitsmeteoricrise...37%engagewithwomen'ssportwouldwatchmoreifitwereadvertisedmorebroadly44%ofmenengageregularlyofwomenengageregularly47%portisstillamajordrawcard…forwomen:40%ofwomendonotwatchsportatallEsportsaretakingo?...43%of43%ofsportsfanswatchedesportsinthelast12monthswatchatleastweeklySportfanshavedeeppockets…arewillingtopayatleast$20monthly%haveadirectsinglesportsubscriptionhavean…andmore…andmorementhanwomenaretuningin:subscriptionManagingthesubscriptiontakecontrolManagingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022kgrowsWhenitcomestodigitalentertainment,consumerchoicehasexplodedoverthepastdecade.TheglobalisationofcontentoferingshasbroughtAustraliansmoreoptionsthaneverbefore,andseamlessavailabilityacrossagrowingnumberofscreensanddeviceshasmadeeverythingaccessibleeverywhere.Subscriptionmodels–enabledbyon-demanddigitalcontentdistribution–provideaccesstoenormouscontentlibraries.Theunbundlingofcontentpropositionstoindividualstudios,broadcasters,publishersandotherplayershasscatteredcontentfarandwide.Inaddition,linesareblurringbetweenfreeandpaidcontent,ascontentprovidersexperimentwithtieredmodelstorcialoutcomesandaudiencereachfurthercomplicatingcostandaccesstrade-ofdecisions.ptionofUGCandsocialplatformsenablingmoreimmersivecontentexperiences,whichputsfurtherssureonaudiencereachcommercialoutcomesandtrade-ofdecisionsformediaplayers.trendstowardspaiddigitalsubscriptions,increasingcompetitionandmorefragmentedoferings.Butrecenterandmarketbehavioursmaysignalthereschangecoming.Netfixreporteditsglobalsubscriberbasehadfallenduringthefrstsixmonthsof20221aftermorethan10yearsofgrowth,andlocally,NetfixAustralia’sgrowthstagnatedforthefrsttimesinceitslaunchin2015.2Whilenosingleplayerdefnesthemarket,NetfixhasbeenasubstantialdriverofdisruptiontodateanditsrapidresponsestosaturationarealreadypromptingcompetitorstorespondwithmoreinnovativepropositionswithinSVODandmorebroadly.Inaddition,Netfixhasannouncedit’sintroducinganewtierthatovemberwhichwouldlikelytraliaofconsumersaytheydwatchsixminutesofadsperhourfora$5-per-monthSVODsubscription.12SarahWhitten,Netfixsharescrater25%aftercompanyreportsitlostsubscribersforthefrsttimeinmorethan10years,CNBC,19April2022RoyMorgan,Foxtel,Disney+andAmazonPrimeVideoarethebigimproversforSubscriptionTVduring2021,butNetfixstillthelargest,15February202212TheTheaveragenumberofpaiddigitalentertainmentsubscriptions2.3to3.1perhouseholdgrewfrom...in2021in2022Theaveragenumberofpaiddigitalentertainmentsubscriptionsbygeneration...GenZ-4.5subscriptionsMillennials–4.2subscriptionsGenX–2.8subscriptionsBoomers–1.9subscriptionsMatures–1.6subscriptions3TamsinTimpson,AppetiteforstreamingcontentisstrongerinAustralia,KANTAR,10May2022Managingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022Subscriptionsaturation2022hasseenamodestriseinthenumberofhouseholdswithatleastonepaiddigitalmediasubscription,growingto84%in2022frominWhilesawGenZandMillennialsdrivinggrowthindigitalsubscriptionpenetration,growthin2022hasbeenentirelydrivenbytheolderlaggingcohorts(GenX,BoomersandMatures)withyoungerconsumersappearingtohavereachedpeakadoptionofupto95%.Digitalsubscriptionpenetrationmaybeslowing,butanaverageofpaiddigitalsubscriptionsperhouseholdgrowthinthebreadthandtotalnumberofsubscriptions.ollowedbythemoreconcentrateddigitalmediarelationshipsofThispaintsapositivepictureofgrowthformediaproviders,butitcomeswithacatch:addingsubscriptionsinevitablyreducesthetimeconsumersspendoneachservice,whichhasdetrimentalefectsonrelationshipstrengthandperceivedvalueoftheservice.Thethreatoflosingcustomerstickinessgrowsasdedicatedsuper-usersbecomecasualsubscribers,challengingcompaniestoretaincontendedaudiencesforanextendedperiodoftime.3Ifad-basedtiersdogomainstreamandbecomeamaterialrevenuestreamforSVODprovidersinthefuture,they’llneedtorethinktheirengagementstrategywithconsumersgiventhosetierswouldlikelyfurtherdiminishtheirrelationshipstrength.Graph1–Paiddigitalentertainmentsubscription(%bygeneration)%%whohaveatleastonedigitalentertainmentsubscription 95%95%93%94%84%80%73%64%64%564%enZenZBoomersMatures20212022Managingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022oncontinuediptionswithofallrespondentshavingatleastoneSVODsubscriptionintheirhousehold,comparedntWhiledigitalsubscriptionsingamingandnewsremainlowrelativetootherservicetypes,bothmarketsareseeingcontinuedinvestmenttorefnethevaluepropositionandgrowthecustomerbase.Globally,publisherscontinuetoseesubscriptionandmembershipoferingsasanavenueforgrowth:79%ofpublisherstincontradictiontothestaticnewssubscriptiontrendinepenetrationhasremainedatsince2021.TheremaybeanopportunityfornewsproviderscesalongsidetheirnewsoferinginAustralia,however,lessonsshouldbelearnedtractioninmarket.Gamingsubscriptionsareexpectedtogrowinthelongertermonthebackofsocialinnovation,newmarketentrants,theriseofcloudgamingandredesignedsubscriptionoferingsthatbettermeetuniquesegmenterstosuitcasualtomorededicatedmoreimmersivegamingexperienceswhichinturnisexpectedtopositivelyimpactfuturedemand.Managingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022oncontinuedomplexforconsumersascontentfragmentsacrossagrowingnumberofproviders.This,alongsidethegrowingfnancialburdenofsubscriptionstackingandtheriseinthecostofliving,areindicatorsthefuturemaybeprecarious.Despitesomemerdemandappearsfavourablemaintainatleastthesamenumberofsubscriptionsoverthenext12months,andafurther18%indicatetheywilladdmore.Zoominginonagenerationalbreakdown,GenZ–thegenerationwiththelargestnumberofsubscriptions–areevenmorebullishontheirfutureholdings,with38%ofrespondentsbelievingthey’llcriptionsinmonthstimeInterestinglyusedforlessthanone-hourpermonthoverthepastedifcultyconsumersfaceholdingmultiplesubscriptionsinthisever-evolvingmedialandscapeandconfrmscustomerstickinessisindeeddeclining.inparticulartheyoungerdemographic–arealreadyengaged,butfurtherstrategiesarerequiredtoconvertgedsubscriptionsdoesindicateconsumerfrictionisgrowing,whichcouldresultinincreasedswitchingbehaviourandchurnifthisisn’tmanagedappropriately.addedaddedasubscriptioninthelastsixmonthscancelledatleastonesubscriptioninthelastsixmonths33%31%havehavemadechangesto47%subscriptionstwoormoretimesinthelast12monthsManagingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022Wouldyoulikesomefreetrialswiththat?Switchingbehavioursacrosssubscriptiontypesdemonstrateconsumers’increasinglyactiveapproach.dsubscriptionsinthelastsixmonths.ButthistrendisnotlimitedtoSVODwhilesubscriptionuptakeinensignifcanthigher.AsignifcantproportionofsubscribersacrossddedandorcancelledaserviceinthelastsixmonthsHighchurnratesmayindicatecustomerseitherperceiveeone-ofofersfromdiferentprovidersthroughouttheyeartomanagebudgets.Acrossallentertainmentcategories,theproportionofsubscriberswhoaddedsubscriptionsinthelastsixmonthsexceedstheproportionwhocancelled.Thediferenceismostprofoundinmusic,where35%ofrespondentsaddedsubscriptionscomparedtowhocancelled.Graph2–Breakdownofconsumerbehaviourbymediatype(%ofrespondents)%%ofsubscribers80%69%64%61%60%47%46%47%26%24%25%26%24%22%22%23%22%22% 15%15%19%18%19%14%15%17%%SportsMusicNewsSportsAddedandcancelledOnlycancelledOnlyaddedChangedManagingthesubscriptionjugglingact:Consumerstakecontrol|MediaConsumerSurvey2022Wouldyoulikesomefreetrialswiththat?(continued)Thoughreasonsforchurnrangefromcontentselectiontouserinterface,costappearstobetheleadingfactor.Ofthosewhocancelledinthelastsixmonths,reducingoverallSVODspendwasthemostcommonprimarymotivation(37%)followedbyaswitchbacktofree-to-sensitivewith42%indicatingapriceincrease(includingtheendofanintroductoryofer)asoneoftheirtopthreereasonsforcancelling.ThisisproblematicfortheSVODservicesthatareoferingloss-leaderpricingtoattractcustomersandarenowunabletoliftpricestoaproftablelevelwithoutlosingsubscribers.Inaddition,associetiesre-emergepost-lockdowns,consumershavefarmoreoptionsinhowtospendtheirtime.Combinedwithanuncertainmacro-economicoutlook,thissituationmightbeenoughtodisrupttheSVODindustry’shistoricgrowth.Whilecancellationratestodatestillappearlimited,it’sclearconsumersaremakingmoreactivechoicesabouttheirsubscriptionstacks.Althoughpricingdrivescancellations,contentisthemainreasonconsumersstay.Gettingaccesstofrst-runmoviesismostlikelytoconvincepeopletokeepavideosubscription(rankedthenumber-onefactorby29%ofrespondents),whileotherfactorssuchasbundledservices,loyaltyprograms,greaterpersonalisationandad-freeaccesshavelessimpactoncancellationdecisions.Evidently,whenitcomestocontent,afearofmissingoutremainsastrongbehaviouraldriver.ItcouldexplainersacrossSVODmusicldoneormoresubscriptionstheybarelyuse.Streamingcompaniesareclearlyawareofthis,heavilyadvertisingnewreleasesnotonlytoattractnewcustomers,butalsotoretainthosewhomaybeonthevergeofcancelling.There’salsoamovebacktodrip-feedreleaseschedulesfornewshowstoprevent‘bingeandcancel’behaviour.Seedingcontentsnippetsfromtheseshowsonsocialmedia(bybothstudiosandfans)alongsiderichandengagingconversationshasalsoprovenanefectivelevertobothattractandretainsubscribers.Subscribingtoanentertainmentserviceisnolongeraset-and-forgetdecision.Moreconsumersaremovingfromadhocsubscriptioncancellations(undertakenby22%ofSVODsubscribers)toperiodicallyreviewingandadjustingtheirchoices(46%).Consequently,whilemostrespondents(61%)expecttomaintainthesametotalnumberofSVODsubscriptionsoverthenext12months,theactualsubscriptionsinthatbundlearelikelytobechoppedandchangedseveraltimesthroughouttheyear.Infact,53%ofthosewhocancelledanSVODsubscriptionchangedtheirholdingsjustoncemakechangestwotothreetim