As SVoD platforms continue to rival pay TV
operators in Europe they are using their wealth of user data to develop content
driven by subscribers’ preferences. According to Ampere’s consumer
survey, the number of SVoD-only homes in the EU big five markets has tripled since
Q3 2015 whereas pay TV only households have decreased by a third. For
SVoD services to continue to grow, they need to develop content catalogues that
appeal to pay TV-only households.
Respondents taking at least one SVoD service, but
not taking pay TV tend to favour sci-fi and fantasy and action and adventure
content. In contrast, documentary content is favoured by pay TV-only
consumers. These genre preferences are being recognised by SVoD services
and, consequently, content catalogues are changing to reflect the shifting
strategies of SVoD services.
Amongst pay TV consumers across the big 5 European
markets, 12% of consumers chose sport as their overall favourite genre (when
forced to choose one), and 45% of consumers selected it as a genre they
enjoy. Online video services have traditionally stayed away from sports
for a number of reasons. Firstly, prices for popular sports rights have
been beyond their budget and, secondly, online services such as Netflix and
Amazon did not stream live due to technology restraints. However, with higher
budgets and the lower cost of developed technology, sport is a key genre that
online services will need to invest in. Existing SVoD services such as
Amazon Prime, and new niche services such as DAZN are beginning to invest in
sports. As more of these deals emerge, we are likely to see more pay
TV-only households subscribe to SVoD services.
DAZN bids for glory with the acquisition of the Italian Serie A rights. Ampere investigates if the break-even point to cover the rights cost is achievable.
Amazon Prime Video has more than doubled the number of TV Shows offered to US subscribers, sacrificing overall quality for catalogue growth.
Following the unveiling of Netflix’s first Mexican Anime original, Seis Manos, Ampere Analysis explores the popularity of the genre in Latin America.
Recent deflation and inflation in the prices paid for rights to Europe's top soccer leagues means the values are now surprisingly closely aligned.
Ampere data shows a clear 'super-promotion' window for digital retail of TV and movie titles.
Consumer demographics for SVoD subcribers show a large proportion of Families, Ampere investigates how major UK SVoD platforms are addressing this.
With operators increasingly pushing triple-play , Turkey has seen recent increases in multi-service uptake, but there remains significant room for growth.