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1、simon-Global streaming study 2024:Unlock the future of streamingDiscover trends,market dynamics,and commercial strategies to drive growthSimon-Kucher|The Global Streaming Study 2024 2Welcome to Simon-Kuchers Global Streaming Study 2024.Our study reveals that global streaming markets continue to grow

2、,with a 25%increase in subscriptions per person and a 35%increase in screen time.Paid subscriptions dominate,making up 50%of total streaming time.However,many consumers report feeling overwhelmed by the number of subscriptions they maintain and the associated costs.Differentiation through unique con

3、tent is crucial as providers are perceived similarly in other respects.Content-related reasons are a key driver of subscription cancellations.This emphasizes the need for compelling offerings to retain customers and compete with other channels,such as social media.The study highlights that while the

4、 market is growing,the pace has slowed,indicating a maturing industry.Commercial strategies such as ad-supported packages are effective in attracting new subscribers and reducing churn.Additionally,integrating gaming into streaming services presents a new avenue for growth,particularly in markets li

5、ke China and Brazil.As the streaming industry continues to innovate,strategic adaptation to these trends will be crucial for sustained growth.3Simon-Kucher|The Global Streaming Study 2024 Table of ContentsExecutive summary4Trends in streaming behavior8Key current streaming market dynamics15Commercia

6、l levers for the future31Methodology50About Simon-Kucher53Simon-Kucher|The Global Streaming Study 2024 4Executive summaryiStock/PeopleImages5Executive summarySource:Simon-Kucher Global Streaming Study 2024,globally n=12,163Trends in streaming behavior:The global streaming market is still growing wit

7、h many subscribers increasing their screentime and using more subscriptions than last yearTrends in streaming behaviorResults of the Streaming Study 2024How things have changed since 2023The streaming market is still growing,albeit at a slower pace than in the previous yearAt a global level,screenti

8、me has increased,35%stream more than last year The percentage that stream more has decreased by 4%pp compared to last years study,the percentage that streams less has remained stableHowever,usage growth is slowing at a lower rate compared to 2023,when the percentage of people streaming more than in

9、2022 decreased by 11%ppThe majority of global streaming time is spent on paid subscriptions(50%),followed by free online services(29%)In contrast,pay-per-view,digital purchases and the usage of unofficial streaming websites each account for only 8%or lessGlobally,there has been a significant increas

10、e in streaming time via paid subscriptions(+8%pp.)The share of streaming time spent on free online services has declined in the last year(-6%pp.)The average number of streaming subscriptions stands at 3 subscriptions per streamerWillingness to pay for streaming overall has risen slightly or stayed s

11、table in most countriesWith global subscription numbers rising(+25%),there is less budget per subscription.When taking out a new subscription,there is therefore a relatively high probability that an existing subscription will be canceled The global average number of paid streaming subscriptions per

12、streamer has increased since 2023 from 2.4 to 3.0The significant rise this year may be linked to measures introduced by major players like Netflix and Disney+to restrict password sharingLower budgets per subscription lend themselves to bundling streaming services together(e.g.,as already pursued by

13、Disney and Warner)The streaming market continues to grow in terms of streaming time and paid subscriptions.With a global subscription increase of 25%and flat budgets,the willingness to spend per subscription is decreasing.In this context,providers may consider exploring new avenues to market streami

14、ng services,such as bundled streaming packagesSimon-Kucher|The Global Streaming Study 2024 iStock/Natee-Meepian6Executive summarySimon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024,globally n=12,163Key current streaming market dynamics:In an increasingly comp

15、etitive market where providers are perceived similarly in price and value,differentiation through content is crucialResults of the Streaming Study 2024How things have changed since 2023A significant share of subscribers feel that they spend too much on streaming,and that they have too many streaming

16、 subscriptionsThis subscription fatigue is especially prevalent in the US,Mexico,Australia,Sweden and SingaporeA large portion of subscribers would only take on a new subscription when cancelling an existing oneProviders are perceived as similar in both value and price,as reflected in their close po

17、sitioning on the value mapThis indicates that subscribers view providers brands as largely interchangeable,highlighting the need for stronger differentiation to grow in a competitive marketBroad content selection remains the most relevant value driver,serving as crucial differentiatorIndicators of s

18、ubscription fatigue have remained stable compared to last yearA slight decrease in subscribers willing to cancel traditional cable or satellite TV may have contributed to the slowed streaming growthSubscribers intention to replace streaming subscriptions when taking on a new one has remained stable

19、compared to last yearMinimal change in competitive positioning vs last year indicates providers should consider new ways to differentiate themselves from competitorsAs the majority of providers have adjusted prices last year and price levels are converging,content has become even more important to s

20、tand out from the competitionA significant portion of streaming subscribers globally plan to cancel at least one subscriptionBeyond price,content-related triggers are a key driver for canceling subscriptions;conversely,content can be an effective tool for retaining subscribersGlobally,the percentage

21、 of subscribers planning to cancel a subscription has increased by 5%pp from last year,especially driven by China,Sweden and the UKThe Netherlands and Spain are the only two countries where likelihood to cancel has decreasedA large share of respondents replace streaming time with social media activi

22、ty and see the two as fulfilling similar needsThis trend is particularly relevant for a younger audience(1839 year-olds)and across all age groups in China and SingaporeProviders should differentiate themselves by offering unique content,particularly as subscribers view providers offerings as similar

23、 in other respects.Exhausting content of interest can lead to cancellations,while compelling content is not only needed to retain customers but also to compete with social media,especially for younger audiences.To keep these audiences engaged,providers should continue to explore reaching them via sh

24、ort video content,such as teasers and behind-the-scenes clips,which are attractive to younger viewers.Key dynamics of streaming market todayExecutive summary1)Based on self-reported package purchase in the Simon-Kucher streaming study 2024Source:Simon-Kucher Global Streaming Study 2024,globally n=12

25、,1631Commercial levers for the future:To differentiate themselves and attract a new generation of streamers,there are three levers for streaming providers to exploreiStock/PeopleImagesResults of the Streaming Study 2024How things have changed since 2023Differentiation through contentMore than half o

26、f streamers have paid to access a particular piece of content,showing the significance of content as a purchase triggerStreamers spend most of their time streaming TV series and movies,with live events also being desirable,especially in China,Mexico&BrazilStreamers prefer all episodes of a TV show b

27、eing released at onceThe share of subscribers that has paid to access a particular piece of content has remained stable compared to 2023Streamers continue to spend the majority of their time watching TV series and movies,but the popularity of live events has increased slightlyOptimization of ad-supp

28、orted packages1.5 years after the introduction in the US,the share of subscribers on an ad-supported package is now at c.25%for both Netflix and Disney1Ad-supported packages are an effective lever to attract new subscribers and to prevent churn,but cannibalization risk should be consideredThere is a

29、n opportunity to optimize ad-supported packages through personalization,displaying the remaining time and taking different approaches to the distribution of advertising load within contentThe share of ad-supported package subscriber doubled for Netflix and increased by 60%for Disney+since 2023The pr

30、oportion of subscribers who could be retained by offering an ad-supported package has remained stable compared to 2023Gaming as part of the streaming propositionA significant share of subscribers is interested in gaming in all countries Care should be taken when integrating gaming into the propositi

31、on given that gaming may not appeal to all;In most markets,gaming remains valuable to only a subset of streaming subscribersAmongst those interested in gaming,the majority are willing to pay an equivalent of 3The global average interest in gaming has decreased slightly by 3%pp,however,the change at

32、the country level is mixedGaming interest has decreased in the US,Brazil,Sweden,Netherlands,and Spain,while it has increased in other countries,particularly in ChinaAmongst those interested in gaming,willingness to pay has increased significantly compared to last year,with 57%now willing to pay for

33、access to a games package at a price point equivalent to 3,up from 34%in 2023The streaming landscape continues to evolve,with content remaining the primary differentiator.While ad-supported packages can be important in expanding subscriber bases,there is always a risk of down trade and cannibalizati

34、on.Additionally,the gaming sector presents an avenue for further monetization,particularly evident in markets like China.As the streaming industry continues to innovate,strategic adaptation to these trends will be crucial for sustained growth.iStock/TODOR TSVETKOVSimon-Kucher|The Global Streaming St

35、udy 2024 7Commercial levers forthe futureSimon-Kucher|The Global Streaming Study 2024 8Key trends instreaming behavior In 2024,87%of respondents continue to stream the same amount or more as the previous year The proportion of those streaming more decreased by 4 percentage points compared to the pre

36、vious year,indicating slower growth since the peak in 2022 amid the impact of Covid9Trends in streaming behaviorChange in streaming duration 2022-20241Simon-Kucher|The Global Streaming Study 2024 1 Unweighted average of countries tested in all 3 years(Australia,Brazil,China,Germany,Netherland,Singap

37、ore,Spain,Sweden,UK,US)Question:Do you currently spend more or fewer hours per week watching streamed content(e.g.series,films,live events)than last year?Source:Simon-Kucher Global Streaming Study 2022-2024,n=11.382/11,910/12,163Market development:The global streaming market continues to grow,but at

38、 a slower pace than in previous years35%39%50%52%49%39%13%12%10%202420232022(Much)moreThe same amount(Much)lessThe stark increase in streaming in China may be attributed to the ongoing trend of streaming substantially replacing traditional television10Trends in streaming behavior1)Not tested in Stre

39、aming Study 2023|Question:Do you currently spend more or fewer hours per week watching streamed content(e.g.series,films,live events)than last year?Source:Simon-Kucher Global Streaming Study 2024,globally n=12,163Deep-dive:All markets are growing slightly slower than last year,except for China,which

40、 has seen an increase in streaming hoursChange in streaming duration by country RegionCountryComparison with 2023(in%pp)(Much)moreThe same amount(Much)lessComparision with 2023(%pp)AsiaChina+4+2Singapore-4-2Japanna1na1North AmericaUnited States-2+3LATAMBrazil-50Mexicona1na1EuropeSpain-6+3United King

41、dom-8+7Sweden-6+1Netherlands-6-4Germany-1-3AustraliaAustralia-5+3-4+131%25%26%27%30%31%45%51%40%30%39%51%55%61%62%62%55%54%46%38%46%60%48%40%14%14%12%11%15%15%9%11%14%10%13%9%Simon-Kucher|The Global Streaming Study 2024 Compared to the Streaming Study 2023,the UK recorded the largest decline in resp

42、ondents who stream more Compared to the Streaming Study 2023,there has been an increase in streaming time via paid subscriptions(+8 pp.)In contrast,time spent watching free online content decreased by 6 pp.The significant rise this year may be linked to measures introduced by major players like Netf

43、lix and Disney+to restrict password sharing11Trends in streaming behaviorPaid subscriptions:Compared to 2023,the amount of streaming via paid subscriptions has increased,while the use of free online services has decreased1 Unweighted average of countries tested in all 3 years(Australia,Brazil,China,

44、Germany,Netherland,Singapore,Spain,Sweden,UK,US)Question:How do you divide the time you spend watching via streaming between the following providers?Source:Simon-Kucher Global Streaming Study 2022-2024,n=11.382/11,910/12,163Simon-Kucher|The Global Streaming Study 2024 50%42%44%29%35%28%7%8%10%6%8%10

45、%6%6%7%2%1%2%202420232022Distribution of streaming usage by provider categoryPaid subscriptionsFree online servicesPay-per-view/rentalDigital purchasesUnofficial streaming websitesOtherRegionCountryShare of user segmentsAsiaChinaSingaporeJapanNorth AmericaUnited StatesLATAMMexicoBrazilEuropeSwedenUn

46、ited KingdomNetherlandsSpainGermanyAustraliaAustralia62%60%42%68%53%57%53%55%51%32%43%17%26%26%29%18%30%30%22%21%30%48%33%39%4%5%14%4%7%4%7%7%5%15%7%15%3%4%6%3%5%3%6%8%5%3%7%17%5%3%8%4%4%5%10%9%5%2%9%10%Paid subscriptionsFree online servicesPay per view/rentalDigital purchaseUnofficial streaming web

47、sitesOther12Trends in streaming behaviorDeep-dive:Free online services are more prevalent in Asian markets compared to other countries;Netherlands,Germany and Australia have the highest share of paid subscriptionsDistribution of streaming usage by provider categoryQuestion:How do you divide the time

48、 you spend watching via streaming between the following providers?Source:Simon-Kucher Global Streaming Study 2024;n=12,163Simon-Kucher|The Global Streaming Study 2024 China has the lowest share of paid subscription across all countries,but the number increased by%6pp compared to 2023Compared to 2023

49、 Streaming Study,Spain is the only country that has a decrease in the share of paid subscription(-3%pp)In contrast,Germany,Singapore and Netherland has the highest increase in paid subscription time(+13%-14%ppt)The average number of self-paid streaming subscriptions streamer has increased globally(+

50、25%)This trend is likely driven by major players like Netflix implementing restrictions on password sharing,prompting users to subscribe independently.For instance,Netflix reported 9.3 million new subscribers in the latest quarter213Trends in streaming behaviorPaid subscriptions:The average number o

51、f self-paid streaming subscriptions has increased since 2023 and is now at three subscriptions per streamerAverage number of paid subscriptions per respondent by countryRegionCountryAverage number of subscriptions,for which respondents pay themselvesComparison with 2023(in%)AsiaChina+140Singapore+62

52、Japanna1North AmericaUnited States+13LATAMMexicona1Brazil+17EuropeNetherlands+14Germany+26Spain-10Sweden+15United Kingdom+24AustraliaAustralia+223.12.52.62.72.72.73.43.53.62.13.03.5Global 24(3.0)1)Not tested in Streaming Study 2023,values rounded;question:Which of the subscriptions listed below do y

53、ou personally pay for?Note:Slight modification in survey type compared to 2023Source:Simon-Kucher Global Streaming Study 2024;(n=558 with at least 1 self-paid subscription),globally n=12,163(n=6,540 with at least 1 self-paid subscription)Global 23(2.4)Simon-Kucher|The Global Streaming Study 2024 The

54、 willingness to pay for all subscriptions per streamer(streaming budgets)has increased slightly on average compared to the Streaming Study 2023 In the country comparison,China is driving the increase particularly strongly-however,the average number of self-paid subscriptions has also risen sharply h

55、ere Given the global increase in subscription numbers(+32%)alongside relatively stable budgets,there is likely a decrease in the budget allocated per subscription In this context,industry players like Disney and Warner are already exploring new avenues to market their services,for example bundled st

56、reaming packages14Trends in streaming behaviorWillingness to pay for all streaming subscriptions by country(median price&directional change)1)Not tested in Streaming Study 2023Question:When you think about your monthly expenses for all your streaming subscriptions,possibly across different providers

57、,what monthly expenses would you find expensive that would make you think about the cost?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Budget:Willingness to pay for streaming overall has risen slightly or stayed stable in the majority of countriesRegionCountryMedian willingness-to-pay for

58、all subscriptionsChange compared to 2023AsiaChina54 CNYSingapore33 SGDJapan1551 JPYna1North AmericaUnited States36 USDLATAMMexico416 MXNna1Brazil90 BRLEuropeNetherlands26 EURGermany23 EURSpain25 EURSweden302 SEKUnited Kingdom27 GBPAustraliaAustralia35 AUDSimon-Kucher|The Global Streaming Study 2024

59、Increase Stable DecreaseSimon-Kucher|The Global Streaming Study 2024 15Key current streamingmarket dynamicsiStock/wonryiStock/BrianAJackson16Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Key current streaming market dynamicsChurnSocialmediaiStock/metamor

60、worksCompetitive intensity123There are early signs that growthof streaming hours might slow down further due to the followingthree reasonsStreaming market dynamicsiStock/wonryiStock/BrianAJackson17Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Key current

61、 streaming market dynamicsChurnSocialmediaiStock/metamorworksCompetitive intensity123There are early signs that growthof streaming hours might slow down further due to the followingthree reasonsStreaming market dynamics:Competitive intensity43%39%25%25%32%36%0%20%40%60%80%100%AgreeNeutralNot agree A

62、lthough streaming usage has increased in terms of duration and number of subscriptions,43%of streamers feel they are spending too much money on streaming and 40%state that they currently have access to more streaming services than they need Among 18-39-year-olds,this saturation is perceived as even

63、stronger-40%consider their expenditure and subscription numbers to be too high18Key current streaming market dynamics:Competitive intensityAgreement with statements about streaming budgets and provider access(%of respondents)Question:To what extent do you agree with the following statements regardin

64、g streaming subscriptions?Source:Simon-Kucher Global Streaming Study 2024;n=12,163Subscription fatigue:A significant share of subscribers feel that they spend too much on streaming,and that they have too many streaming subscriptions1Simon-Kucher|The Global Streaming Study 2024 I feel like Im spendin

65、g too much money on streamingI feel like I have access to more streaming providers than I needAmong 18-39-year-olds,50%consider their streaming expenditureto be too high46%of 18-39 year olds state that they have access to too many providers 19Key current streaming market dynamics:Competitive intensi

66、tyReaction when taking out a new streaming subscription Simon-Kucher|The Global Streaming Study 2024 Question:How important are the following criteria when deciding whether to purchase a streaming subscription?Source:Simon-Kucher Global Streaming Study 2024;n=12,163Deep-dive:Subscription fatigue is

67、especially prevalent in Singapore,US,Mexico,Sweden and AustraliaRegionCountry“I feel like Im spending too much money on streaming”“I feel like I have access to more streaming providers than I need”AsiaChinaSingaporeJapanNorth AmericaUnited StatesLATAMMexicoBrazilEuropeSwedenUnited KingdomNetherlands

68、SpainGermanyAustraliaAustralia39%28%47%32%34%37%34%46%45%28%50%44%25%21%18%22%29%24%23%25%21%29%28%33%36%51%35%46%37%39%43%29%34%43%21%23%AgreeNeutralNot agree49%33%40%38%39%50%39%48%47%34%50%42%22%30%23%24%25%21%23%20%21%31%29%33%29%37%37%37%35%29%38%32%32%36%21%24%AgreeNeutralNot agree1I would not

69、 cancel any existing subscriptionsI would cancel one or more of my subscribed streaming servicesI would save money elsewhere I would cancel my traditional cable or satellite TV The majority of respondents(39%)indicated they would not cancel any existing subscriptions before acquiring a new one,with

70、this number remaining stable vs last year Some streamers still prioritize cancelling traditional TV over cutting other streaming services,contributing to the ongoing growth of the streaming market.However,this preference has slightly declined compared tolast year.20Key current streaming market dynam

71、ics:Competitive intensityReaction when taking out a new streaming subscription(parison to 20231)Simon-Kucher|The Global Streaming Study 2024 1Unweighted average change for countries tested in both 2023 and 2024(Australia,Brazil,China,Germany,Netherland,Singapore,Spain,Sweden,UK,US)Question:If you we

72、re to subscribe to a new streaming service:Which of the following statements would most likely apply to you?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Replacement of subscriptions:A large portion of subscribers would only subscribe to a new service when cancelling an existing subscripti

73、on36%(-1%pp.)39%(+2%pp.)16%(+2%pp.)9%(-2%pp.)19Key current streaming market dynamics:Competitive intensityPrice-value map:perceived price vs.perceived value by provider on a global levelSimon-Kucher|The Global Streaming Study 2024 Question I:How important are the following criteria when deciding whe

74、ther to purchase a streaming subscription?Question II:How satisfied are you with streaming provider with regard to each of the following decision criteria?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Value map:Providers are perceived as performing very similarly in terms of both value and

75、 price,suggesting consumers are increasingly viewing them as interchangeable Subscribers perceive a relatively similar value delivered by each provider,with Disney+and Netflixhaving a slightly better perceived value than Amazon and Apple TV+Regarding the price-value relationship,all players are now

76、within the consistency corridor,which means that subscribers perceive that the respective prices reflect the product value Price increases without also increasing the perceived product value would bring the price-value relationship out of equilibrium subscribers might conclude that the product value

77、 does not justify the higher price and subsequently churn1PerceivedpriceLowHighNetflixAmazon Prime VideoDisney+Apple TV+Perceived valueHighLowRelevant local players have been analyzed on country level Perceived pricebetween Apple TV+,Disney+and Netflix becomes very similar,with Netflixslightlyoutper

78、forming on value provided Amazon Prime is perceived as cheaper whilst also providing lower value,potentially due to the standard introduction of ads Brands continue to be perceived similarly in terms of price and value,likely because they all employ comparable monetizationstrategies,such as offering

79、 various packages and implementing password restrictions To enhance differentiation,providers should prioritize content as a primary differentiator,considering it the second most significant purchase criterion22Key current streaming market dynamics:Competitive intensityPrice-value map:perceived pric

80、e vs.perceived value by provider on a global level,2023 vs.2024Simon-Kucher|The Global Streaming Study 2024 Question I:How important are the following criteria when deciding whether to purchase a streaming subscription?Question II:How satisfied are you with streaming provider with regard to each of

81、the following decision criteria?Source:Simon-Kucher Global Streaming Study 2023/2024;n=11,910/12,163Value map:Minimal change in competitive positioning compared to last year indicates providers should consider new ways to differentiate themselves from competitors1 1NetflixAmazon Prime VideoDisney+Ap

82、ple TV+NetflixAmazon Prime VideoDisney+Apple TV+20232024Perceived priceLowHighHighLowPerceived valuePerceived priceLowHighHighLowPerceived valueValue driversRelative importance vs.averagein%Change in ranking compared to the 2023 Streaming StudyCompared to the 2023 Streaming Study,1Broad selection of

83、 content02Flexibility to cancel anytime+13No adverts+14Content you cant get anywhere else+15Frequency of new content added to the platform-36High video quality(i.e.,4k resolution or HDR)na27Ease of use(e.g.user interface,app experience)+28Availability on multiple platforms(e.g.mobile app,TV etc)09Av

84、ailability of discounted family or couples subscription plans010Content that everyone is talking about011Showing recommendations on what to watch next023Key current streaming market dynamics:Competitive intensityRelative importance of purchase criteria1for respondentsSimon-Kucher|The Global Streamin

85、g Study 2024 1Value purchase criteria,excludes price 2Not tested in the 2023 studyQuestion:How important are the following criteria when deciding whether to purchase a streaming subscription?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Breaking down value:A broad selection of content rema

86、ins the most important value driver when choosing a subscription,serving as crucial differentiator in a highly competitive market-9%-3%3%9%1Broad selection of content remains the most important value driver when excluding price.The importance of no adverts,flexibility to cancel,and exclusive content

87、has slightly increased this year,likely due to the rise in ad-supported packages and conversion of offerings between providersThe importance of frequent new content has decreased,likely due to the higher number of subscriptions and subsequently increased availability of content13%15%15%17%25%38%35%3

88、2%41%43%21%20%19%19%19%28%31%34%23%13%SpatialaudioDolbyAtmosLow latencyHDR4KAware and importantAware and slightly importantAware but not importantNot aware24Key current streaming market dynamics:Competitive intensityAwareness and importance for audio and video quality features Simon-Kucher|The Globa

89、l Streaming Study 2024 Question:Streaming providers are currently working on improving overall video and audio quality.Which of these terms around video and audio quality are you aware of and how important are they for your purchase decision?Source:Simon-Kucher Global Streaming Study 2024,n=12,163 D

90、eep-dive:For the majority of respondents,audio and video quality features are at most considered“slightly important”,making them ineffective differentiators1Audio and video features could be important for certain use cases and streamer segments(e.g.,low latency streaming for live events)or could ser

91、ve as differentiators when combined,but are unlikely to be effective differentiators individuallyiStock/wonryiStock/BrianAJackson25Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Key current streaming market dynamicsChurnSocialmediaiStock/metamorworksCompe

92、titive intensity123There are early signs that growthof streaming hours might slow down further due to the followingthree reasonsStreaming market dynamics:ChurnRegionCountryProportion of respondents who indicated an intention to cancel a streaming subscription within the next 12 monthsComparison with

93、 2023(in%points)AsiaChina+18Singapore+1Japanna1North AmericaUnited States+6LATAMMexicona1Brazil+6EuropeSweden+10United Kingdom+10Netherlands-4Spain-2Germany+3AustraliaAustralia039%33%35%35%38%43%34%39%42%24%40%65%0%10%20%30%40%50%60%70%26Key current streaming market dynamics:ChurnIndicated intention

94、 to cancel within the next 12 months,by countrySimon-Kucher|The Global Streaming Study 2024 1)Not tested in Streaming Study 2023;2)values rounded,unweighted average increase of countries tested in both 2023 and 2024 Question:How likely is it that you will cancel the subscription below within the nex

95、t 12 months?Source:Simon-Kucher Global Streaming Study 2024,global n=12,163 Likelihood to cancel:A significant portion of global subscribers plan to cancel at least one subscription,and this portion has increased from last yearGlobal 24(39%)2+52The strongest increases in the stated intention to term

96、inate China,Swedenand United KingdomOffering a broad selection of unique content is an effective lever to mitigate churn%respondentsPriceI want to save moneyPriceThe price is too high for what I getOtherI have too many subscriptionsContentThere isnt enough content to watchOtherI dont have enough tim

97、e to use itContentI have watched the specific content I signed up to watchContentThe content isnt high qualityOtherThere is too much advertising when watching contentOtherThe user experience is poorContentThere is enough free content to watch on social mediaContentThere is so much content it is hard

98、 to choose what to watchOtherBad customer service and supportOtherOther(please specify)27Key current streaming market dynamics:ChurnReason for intended cancellation(multi-select)Simon-Kucher|The Global Streaming Study 2024 Question:What are the reasons you are considering cancelling your subscriptio

99、n?Source:Simon-Kucher Global Streaming Study 2024,global n=2,540 Cancellation reasons:Apart from price,content-related reasons are a key driver for why subscribers are planning on cancelling a subscription40%34%24%20%20%16%15%14%12%12%10%8%2%2iStock/wonryiStock/BrianAJackson28Simon-Kucher|The Global

100、 Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Key current streaming market dynamicsChurnSocialmediaiStock/metamorworksCompetitive intensity123There are early signs that growthof streaming hours might slow down further due to the followingthree reasonsStreaming market dynamics:

101、Social mediaSocial Media influence on the streaming market:Across all respondents,34%say they are replacing streaming time with social media activities For the target group of 18-39 year olds,this figure rises to around 44%Social media can also compete with streaming in terms of attractiveness of co

102、ntent,especially for the younger target group,indicating that Providers should offer attractive content and features tailored to younger target groups to ensure long-term retention In the social media sphere,short-form content such as teasers or behind-the-scenes footage can effectively engageyounge

103、r users29Key current streaming market dynamics:Social mediaAgreement with statements about streaming&Social media(%of respondents)Simon-Kucher|The Global Streaming Study 2024 Question:To what extent do you agree with the following statements?Source:Simon-Kucher Global Streaming Study 2024,n=12,163So

104、cial media:For a significant share of respondents,social media is a close substitute and competes with streaming for their time3I engage in similar activities on social media as I do on streaming services“Activities on social media replace time spent watching content on streaming servicesfor me”Shor

105、t content on social media is as entertainingas streaming series/movies38%34%42%50%44%52%All respondents18-39 year oldsRegionCountryActivities on social media replace time spent watching content on streaming services for meAsiaChinaSingaporeJapanNorth AmericaUnited StatesLATAMMexicoBrazilEuropeSweden

106、United KingdomNetherlandsSpainGermanyAustraliaAustralia31%25%29%23%31%22%32%41%37%29%51%57%0%10%20%30%40%50%60%30Key current streaming market dynamics:Social mediaAgreement with statements about streaming&Social media(%of respondents)Simon-Kucher|The Global Streaming Study 2024 1)Not tested in Strea

107、ming Study 2023;values roundedQuestion:How likely is it that you will cancel the subscription below within the next 12 months?Source:Simon-Kucher Global Streaming Study 2024,n=12,163 Deep-dive:There is significant variation in attitudes towards social media and streaming between countries,with Chine

108、se streamers seeing them as most substitutable3Global(34%)Impact of social media and streaming service is strongest in China and Singapore,with more than half of the respondents agreeing to the statementImpact of social media is relatively lower in Sweden,Netherlands and GermanySimon-Kucher|The Glob

109、al Streaming Study 2024 31Commercial leversfor the future32Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Commercial levers for the futureiStock/nadlaOptimization ofad-supported packagesiStock/marchmeena29Gaming as part of the streaming propositioniStock/

110、metamorworksDifferentiationthrough content123To create more differentiation and attract a new generation of streamers,streaming providers could explore several commercial levers for their propositionCommercial levers33Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming

111、Study 2024Commercial levers for the futureiStock/nadlaOptimization ofad-supported packagesiStock/marchmeena29Gaming as part of the streaming propositioniStock/metamorworksDifferentiationthrough content123To create more differentiation and attract a new generation of streamers,streaming providers cou

112、ld explore several commercial levers for their propositionCommercial levers:Differentiation through content34Commercial levers for the future:Differentiation through contentAgreement on“I have previously paid to access streaming service just to watch a particular piece of content”statementSimon-Kuch

113、er|The Global Streaming Study 2024 Question:When it comes to streaming content,to what extend do you agree with the statements below?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Purchase trigger:More than half of the streamers have paid to access a particular piece of content,emphasizing

114、the significance of content as a purchase trigger1I have previously paid to access a streaming service just to watch a particular piece of content51%19%30%0%10%20%30%40%50%60%70%80%90%100%AgreeNeutralNot agreeThe share of subscribers that has paid to access a particular piece of content has remained

115、 stable compared to 202335Commercial levers for the future:Differentiation through contentAgreement on content-related statements by countrySimon-Kucher|The Global Streaming Study 2024 Question:When it comes to streaming content,to what extend do you agree with the statements below?Source:Simon-Kuch

116、er Global Streaming Study 2024,n=12,163 Deep-dive:In all countries,a significant share of streamers have paid to access a particular piece of content1RegionCountryI have previously paid to access a streaming service just to watch a particular piece of content:AgreeAsiaChinaSingaporeJapanNorth Americ

117、aUnited StatesLATAMMexicoBrazilEuropeSwedenUnited KingdomNetherlandsSpainGermanyAustraliaAustralia56%39%37%51%42%57%52%59%54%40%51%75%In China,the majority of the people have paid to access a streaming service just to watch a particular piece of content,potentially due to relatively lower costper su

118、bscription Other countriess that show stronger content-driven tendency are Mexico,Sweden and AustraliaIn contrast,Spain,Germany,Japan and the UK are relatively less content-driven 33%29%9%6%6%5%4%3%3%3%0%5%10%15%20%25%30%35%40%SeriesFilms/moviesLive sport events(e.g.soccer)NewsDocumentariesReality T

119、V seriesShort content on social mediaLive eSportNon-sport live events(e.g.concerts)Video game live-streaming36Commercial levers for the future:Differentiation through content%time spent on different types of content Simon-Kucher|The Global Streaming Study 2024 Question:Thinking about the type of con

120、tent you like to watch,how would you estimate your time spent watching content via streaming is split between the following types of content?Source:Simon-Kucher Global Streaming Study 2024,n=12,163 Content preferences:Around two thirds of time streaming is spent on TV series and films,but other cont

121、ent types including live events are also significant1%streaming time18%of streamers time is spent watching live content today51%of total respondents state a desire for more live content on streaming services(see later slide)RegionCountry%time spend by types of contentAsiaChinaSingaporeJapanNorth Ame

122、ricaUnited StatesLATAMMexicoBrazilEuropeSwedenUnited KingdomNetherlandsSpainGermanyAustraliaAustralia16%17%17%11%17%12%19%16%17%18%18%29%30%34%33%31%29%27%24%33%28%34%27%21%34%33%33%42%33%41%35%34%33%34%34%21%21%15%19%16%22%25%21%19%26%15%25%29%Live contentFilms/moviesTV seriesOther37Commercial leve

123、rs for the future:Differentiation through content%time spent on different types of content by countrySimon-Kucher|The Global Streaming Study 2024 Question:Thinking about the type of content you like to watch,how would you estimate your time spent watching content via streaming is split between the f

124、ollowing types of content?Source:Simon-Kucher Global Streaming Study 2024,n=12,163 Deep-dive:Chinese streamers spend more time watching live content,while Swedish and Dutch streamers show a stronger preference for tv series 1Streamers from Swedenand the Netherlands spend the least amount of time on

125、live content,primarily due to a strong preference for TV series and less time spent on live sports events compared to other countriesApproximately a third of Chinese streamers time is spent watching live content,driven by significantly longer hours watching live eSports and video game streaming comp

126、ared to other countriesRegionCountry“I would like live content(e.g.games of my favorite sports team,concerts)to be available on streaming platforms”AsiaChinaSingaporeJapanNorth AmericaUnited StatesLATAMMexicoBrazilEuropeSwedenUnited KingdomNetherlandsSpainGermanyAustraliaAustralia42%41%59%35%46%36%6

127、0%64%50%45%56%73%38Commercial levers for the future:Differentiation through contentPreference on having live content on streaming platforms by countrySimon-Kucher|The Global Streaming Study 2024 Question:When it comes to streaming content,to what extend do you agree with the statements below?Source:

128、Simon-Kucher Global Streaming Study 2024,n=12,163 Deep-dive:China,Mexico,and Brazil have the highest share of streamers who want more live content to be available on streaming platforms going forwards1The majority of Chinese streamers would like to have live content on streaming platforms,potentiall

129、y driven by a stronger preference for live eSports and video game streaming compared to other countriesStreamers from Swedenand the Netherlands show less interest in live content,potentially due to a stronger preference over on-demand tv series than other countriesGlobal(51%)While streamers show str

130、ong preference for binge-watching,almost half have subscribed for a single show and canceled before being charged.This suggests spacing out episode releases could potentially enhance retention for streaming services.70%47%23%19%8%35%0%20%40%60%80%100%AgreeNeutralNot agree39Commercial levers for the

131、future:Differentiation through contentAgreement on episode release preference and cancellation after free trial statementsSimon-Kucher|The Global Streaming Study 2024 Question:When it comes to streaming content,to what extend do you agree with the statements below?Source:Simon-Kucher Global Streamin

132、g Study 2024,n=12,163 Release preferences:Streamers prefer accessing seasons of TV series all at once,however there is a tension with providers aims of building habit and driving retention1I have previously signed up to a free trial of a streaming service just to watch a particular piece of content,

133、but cancelled before I was charged“I prefer to have access to all episodes of a TV show all at once(vs episodes being released each week)”In all countries,more than half of the respondents indicate a preference of full release over one-off release,with Japan being the lowest(56%)and Singapore being

134、the highest(75%)40Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Commercial levers for the futureiStock/nadlaOptimization ofad-supported packagesiStock/marchmeena29Gaming as part of the streaming propositioniStock/metamorworksDifferentiationthrough conten

135、t123To create more differentiation and attract a new generation of streamers,streaming providers could explore several commercial levers for their propositionCommercial levers:Optimization of ad-supported packagesDisney+15%85%24%76%Netflix11%89%23%77%Netflix and Disney+,as pioneers in offering ad-su

136、pported packages to subscribers,now each have a quarter of their subscriber base utilizing the more affordable ad-supported option7Commercial levers for the future:Optimization of ad-supported packagesShare of subscribers having an ad package vs.a regular package by provider in the USSimon-Kucher|Th

137、e Global Streaming Study 2024 Note:This analysis focuses on the US market only for comparability reasons,where ad-supported subscriptions for both Netflix and Disney+are available in both 2023 and 2024Question:Which type of package do you have for each of these subscriptions?Source:Simon-Kucher Glob

138、al Streaming Study 2023/2024;n=11,910/12,163Success of ad-packages:1.5 years after their introduction in the US,the ad-supported pack-mix has settled at around a quarter of total subscribers for both Netflix and Disney+Ad-supported tier subscriberRegular subscriber22023202420232024United States only

139、+109%+60%54%of new Netflix subscribers and 64%of new Disney subscribers indicate that they did not previously have a subscription with the provider,thereby truly growing the subscriber base 46%of Netflix and 35%of Disney+downgraders chose the ad package because of the lower price10Commercial levers

140、for the future:Optimization of ad-supported packagesShare of ad-supported tier subscribers,who were newly acquired vs.downgraded from an existing offering by providerSimon-Kucher|The Global Streaming Study 2024 Question:You previously said you had a basic subscription with advertising.Which of the b

141、elow best describes your choice of that subscription?Source:Simon-Kucher Global Streaming Study 2024,n=12,163Acquisitions:While ad-supported packages attract new,more price sensitive subscribers,a large portion of those on ad-supported packages have downtraded36%64%46%54%2NetflixDisney+I previously

142、had a more expensive subscription,and moved to the cheaper basic optionI did not previously have a subscription with the providerCannibalization must be monitored and mitigated,e.g.,by fencing premium packages.However,without the cheaper alternative,customers might have churned completely.46%54%64%3

143、6%Cheaper,ad-supportedsubscriptions are still well suited as a means of saving churning subscribers Personalization of advertising also factors into reducing churn:Among those considering canceling despite a lower price(incl.ads),an extra 10%would reconsider if shown personalized ads.This represents

144、 a 20%increase over subscribers who would stay with non-personalized ad-supported packages.Stated intention to cancel within the next12 months 43Commercial levers for the future:Optimization of ad-supported packagesQuestion I:How likely is it that you will cancel the subscription below within the ne

145、xt 12 months?Question II:How likely is it that you will keep the subscription for a lower price and with advertising?Question III:How likely would you keep the subscription for a lower price and with highly relevant advertising?Source:Simon-Kucher Global Streaming Study 2024;n=12,163Churn:Ad-support

146、ed packages remain an effective lever to prevent churn of price sensitive subscribers,even more so when advertisements are personalizedSimon-Kucher|The Global Streaming Study 2024 239%61%Likely to cancelUnlikely to cancel50%(20%of total)would be likely to keep their subscription if it was cheaper bu

147、t contained advertisingOf those who are likely to cancel(39%):10%(4%of total)would only keep their subscription if the advertising was personalized and relevant for them40%(15%of total)would still churn despite being offered cheaper ad-supported packages42%43%46%60%28%38%33%25%30%19%21%16%AgreeNeutr

148、alNot agreeApart from displaying the remaining time,and personalizing adverts,contextual adverts can also help to increase advertisingacceptance;adverts on screen in pauses are perceived more controversial.44Commercial levers for the future:Optimization of ad-supported packagesAgreement to statement

149、s related to advertisingSimon-Kucher|The Global Streaming Study 2024 Question:When it comes to advertising,to what extent do you agree with the statements below?Source:Simon-Kucher Global Streaming Study 2024,n=12,163 Ad-package optimization:Both knowing the remaining time and making advertisements

150、more personalized increase the acceptance of advertising2Knowing the remaining time of an ad break makes waiting easier Personalised adverts that fit with my interest are better than generic advertisingContextual adverts(that blend with the content that I am watching)are better than generic advertis

151、ing I dont mind adverts that show up on the screen when I pause what Im watching as long as they are funny and non-intrusive A 6-minute interruption before watching without interruptions during the content is the most preferred advertising frequency across all countries vs the other options tested I

152、f prioritizing user experience,providers should try to minimize interruptions during content,and positionads upfront45Commercial levers for the future:Optimization of ad-supported packagesRanking best-to-worst advertising frequency for 1 hour of contentSimon-Kucher|The Global Streaming Study 2024 Qu

153、estion:Imagine that your streaming service has decided to include an average of 6 minutes of adverts per hour in order to offer lower prices.Which of the following distribution of the adverts would have the least negative impact on your viewing experience?Source:Simon-Kucher Global Streaming Study 2

154、024,n=12,163 Ad-package optimisation:Streamers across all countries show strong preference for longer breaks with no interruptions during the content26 min interruption before watching without interruptionsduring the content4 min interruption before watching and 1 min interruptions every 30 min1 min

155、 interruption before watching and 30 sec interruptions every 6 min1 min interruption before watching and 2 min interruptions every 24 minNo interruption before watching and 1 min interruptions every 10 minutesUpfront ads with fewer interruptions during content No upfront ads with more interruptions

156、during contentRanking1243546Simon-Kucher|The Global Streaming Study 2024 Source:Simon-Kucher Global Streaming Study 2024Commercial levers for the futureiStock/nadlaOptimization ofad-supported packagesiStock/marchmeena29Gaming as part of the streaming propositioniStock/metamorworksDifferentiationthro

157、ugh content123To create more differentiation and attract a new generation of streamers,streaming providers could explore several commercial levers for their propositionCommercial levers:Gaming as part of the streaming propositionRegionCountryId be more inclined to sign-up for a streaming service sub

158、scriptionif games were included%pp.change from 2023 AsiaChina+4 Singapore+1Japanna1North AmericaUnited States-7LATAMMexicona1Brazil-6EuropeSweden-8United Kingdom+4Netherlands-7Spain-14Germany+3AustraliaAustralia+223%24%24%16%25%14%42%39%31%19%41%58%47Commercial levers for the future:Gaming as part o

159、f the streaming propositionInterest in gaming and streaming service with games includedSimon-Kucher|The Global Streaming Study 2024 1 Not tested in 2023Question:Some streaming services are now venturing into the video games industry.To what extent do you agree with the following statements?Source:Si

160、mon-Kucher Global Streaming Study 2024,n=12,163 Gaming interest:There is significant variation between countries in share of streamers who are interested in gaming,with China showing the highest proportion and Sweden the lowest3China,Brazil and Singapore show strongest interests in gaming provided b

161、y streaming servicesIn the US,Sweden,Brazil,Netherlands and Spain,gaming has decreased vs last year-3Add-onsLeader featuresFiller featuresKiller featuresAustraliaBrazilChinaGermanyJapanMexicoNetherlandsSingaporeSpainSwedenUnited KingdomUnited States1234512345Leader features:A high value feature that

162、 most subscribers must buy Include some in each subscription package,especially in more premium optionsFiller features:Medium value feature that most subscribersconsider nice to have Include some in each subscription packageKiller features:Features with low perceived value Can diminish value of the

163、subscription when includedAdd-ons:A high value feature for some of the subscribers but not for all Gaming could be monetized as an add-on;given that some users perceive it as a high value feature,but it may not appeal to all48Commercial levers for the future:Gaming as part of the streaming propositi

164、onLeader Filler Killer Matrix Simon-Kucher|The Global Streaming Study 2024 1Perceived values among people who are likely to use the gaming service(N=5,455)Source:Simon-Kucher Global Streaming Study 2024,n=12,163 Gaming proposition:In most markets,access to gaming remains a niche element of the value

165、 proposition China,Brazil,Mexico,and Singapore are the exceptions2 3VeryvaluableNot valuableat allVery likelyto useNot at alllikely to useIf you had free access to gaming via a streaming provider,how likely would you be to use it?In your opinion,how valuable is gaming as a feature in astreaming subs

166、cription?1For most countries,Gaming is an add-on feature.In China,Brazil,Singapore and Mexico,gaming could potentially be included in a premium package.ChinaSingaporeJapanUSAMexicoBrazilSwedenUnited KingdomNether-landsSpainGermanyAustraliaAsiaNorth AmericaLATAM EuropeAustralia Respondents in China a

167、nd Brazil exhibit the highest willingness-to-pay for games compared to the other countries;respondents in Netherland and Japan exhibit the lowest additional willingness-to-pay Offering free access to gaming within the streaming package could serve as a differentiator in the competitive streaming mar

168、ket,however,the risk of gaming becoming a killer feature for some subscribers has to be carefully considered49Commercial levers for the future:Gaming as part of the streaming propositionAdditional willingness-to-pay for a gaming package add-on Simon-Kucher|The Global Streaming Study 2024 Question:Im

169、agine that you subscribe to a streaming service,and they introduce a games package where you can access various mobile games across a wide variety of content genres and game style.Would you be willing to payvalue in local currency per month,in addition to your current subscription,to access the game

170、s package?Source:Simon-Kucher Global Streaming Study 2024;n=2,480Willingness-to-pay:Amongst those interested in gaming,likelihood to purchase a gaming add-on to a streaming subscription has increased significantly vs.last year2 367%(+25 pp.)global avg.take rate for lower price point 57%(+23 pp.)glob

171、al avg.take rate for higher price point Higher price point(equivalent to approx.3)Lower price point(equivalent to approx.1)Reading example:90%of respondents would be willing to pay an equivalent of 1 to access a games package,82%would be willing to pay an equivalent of 3.76%62%35%58%65%82%47%57%27%4

172、6%41%36%79%62%57%66%71%90%58%63%52%58%57%61%0%20%40%60%80%100%Simon-Kucher|The Global Streaming Study 2024 50Methodology51MethodologyQuelle:Simon-KucheriStock/RidofranzSimon-Kucher|The Global Streaming Study 2024 Methodology Online-survey executed by Simon-Kucher Panel from panel providerTimelineFie

173、lding periodApril to May 2024Respondents C.12.200 respondents from 12 countries Representative sample across age and gender in therespective marketsGender52Demographics:The respondents come from 12 different countries and are broadly distributed across different demographic groupsSource:Simon-Kucher

174、 Global Streaming Study 2024,n=12,163 Countries by RegionAge51%49%MaleFemale11%9%18%17%17%14%15%18-2425-2930-3940-4950-5960-6970 or olderRegionCountryAsiaChinaJapanSingaporeNorth AmericaUSALATAMBrazilMexicoEuropeGermanyNetherlandsSpainSwedenUnited KingdomAustraliaAustralia8.6%8.3%8.3%8.4%8.3%8.4%8.2

175、%8.2%8.3%8.2%8.5%8.3%Simon-Kucher|The Global Streaming Study 2024 Simon-Kucher|The Global Streaming Study 2024 53About Simon-KucherRecognized globallyFinancial TimesGold-rated on the list of UKs Leading Management Consultants for Marketing,Brand&Pricing,2024.Bilanz#1 on the list of the Best Consulti

176、ng Firms in Switzerland for Marketing&Sales,2022.brand eins/Statista#1 on the list of the Best Consulting Firms in Germany for Marketing,Brand,Pricing,2024.Across 11 industries and functional areas,Simon-Kucher was recognized by Forbes as one of the Worlds Best Management Consulting Firms for the se

177、cond year in a row.Forbes together with Statista:list of the Worlds Best Management Consulting Firms,2023.iStock/haikeiya54Capital#1 on the list of the Best Consulting Firms in France for Marketing,Sales,Pricing,2019.Simon-Kucher|The Global Streaming Study 2024 ForbesOne of Americas Best Management

178、Consulting Firms nine years in a row,2024.2Simon-Kucher|The Global Streaming Study 2024 Source:Simon-KucherFor more information on the study,or for other inquiries about monetization in the streaming industry,please contact:LisaJaegerPartner,Global Head of Technology,Media&Telcolisa.jaegersimon-greg

179、.harwoodsimon-Greg HarwoodPartnerjonathon.grantsimon-Jonathon GrantSeniorDirectorsophia.felgnersimon-Sophia FelgnerDirectorKim Katharina MierischSenior Managerkimkatharina.mierischsimon-guillermo.izardsimon-Guillermo IzardSenior Managerjessica.sansomsimon-Jessica SansomGlobal Head of Campaigns56Simo

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