3 Trends of streaming industry
3 Trends of streaming industry
Two-thirds of respondents said they spend more than 5 hours a week watching paid content, and more than half spend the same amount of time on free services. At the same time, despite the fact that restrictions are gradually being removed, users will still continue to do so.
Monopolies - no
In the West, for a long time, Netflix ruled. It still remains the most popular streaming service in the world, according to mpvplayer data. This is what the top 10 streaming platforms and services look like, according to their survey.
The list includes paid subscription services, advertising, and free platforms.
According to Statista, which surveyed 1,600 respondents, Ivi became the most popular subscription video streaming service in Russia in 2021. It was chosen by 40% of the respondents. Approximately a third pays for a subscription to Kinopoisk and one in four has a paid subscription to Netflix.
But, in general, the essence of the trend is that there is no monopoly in the field of streaming and is unlikely to be. Media giants enter the market - Dacast writes that after the release, the Disney + app was downloaded 3.2 million times within 24 hours! This indicates the interest of users.
According to mpvplayer.com, the main difference between the OTT services market in Russia and the West (the same USA) is the competition of services for the user. While in the West, streaming services mainly compete with cable TV. This is explained by the price. Cable TV in the US costs more than a subscription to a video service, while in our country it remains more affordable.
New monetization options and shared subscriptions
Dacast is already talking about the ongoing “subscription fatigue” trend. Many subscribe to multiple platforms to watch their exclusive content. Back in 2019, the Apester service conducted a global survey, according to which more than 60% of users said “fatigue”.
And we have this trend, in general, is already observed. Video platforms and online movie theaters are evolving, each striving to provide something exclusive, but it can be inconvenient for a user to subscribe to 3-4-5 services just because they have content that they are interested in.
In general, this "fatigue" can encourage services to other ways of monetization: pay-per-view or ad placement. Which, in general, is already happening.
For example, in Russia (according to PwC), the pay-per-view model for specific content is growing: growth is expected to continue at 15% per year and reach $91 million by 2024.
And also “packages” of subscriptions can become a new trend. This already exists in the West - Disney + combines its service with ESPN and Hulu - and here - MegaFon offers a subscription that includes Ivi, Start, Sberzvuk and MyBook services, and Kinopoisk combines its subscription with services " Amediateka and More.TV.
CTV
CTV is getting more popular, but users continue to consume content from smartphones
CTV - streaming broadcasting through the TV - has become more popular in recent years. This was facilitated by the development of Smart TV technology.
According to a Criteo survey, the distribution goes like this. Among all age categories, 71% of respondents prefer Smart TV and 55% prefer mobile devices to consume video content from streaming services. At the same time, smartphones still dominate among the younger generation.