YouTube has joined the forces in moving towards a paid-subscription model just like Netflix, Amazon and Hulu. This means that you, as a video consumer, may have to endure more ads as a ploy to get you to sign up for their paid subscription.
Recently, we asked general consumers to share their thoughts on paid video services as alternatives to having less ads and if that played a role in those decisions.
Obviously, most of us have conditioned ourselves to acknowledge that ads will be played. At 57.6% the majority expect at least one ad to be played. We have no explanation for the sycophants who want 8 ads in 10 minutes. Even those that we polled who were in advertising didn’t want to suffer through that.
Nearly half of the respondents stated that they are not likely to pay for subscription services which is a strong statement — especially in light of what those same people answered in regards to seeing ads — only 3% stated that they wouldn’t pay for a paid video service.
For many 30.3% stated, paying for ad-free content has other benefits other than being ad-free that is considered worth it.
While 48.5% stated that they are okay with ads in the previous chart, not wanting to see ads was among the top reasons selected for reasons why one would pay for a video service.
Netflix and Amazon easily sit on top of the rankings of the “go-to” service for content. Netflix, the original content disruptor and Amazon, with all the money available to make award-winning content.
Amazon Prime Video is included in Prime Shipping subscriptions — it is estimated that Amazon Prime has 150 million subscribers while Netflix has 190 million.
The fact that Disney Plus has grown so quickly, even past Hulu, shows the power of what traditional entertainment brands can do if the offerings (like Star Wars) and marketing is strong enough.
It is surprising/ humorous that none of our respondents (that means ZERO) stated that they don’t use anything. Compared to our first question where 48% stated that they are ”Not likely to pay for content services” and the 3% that stated that there is no reason that they would pay for content, it seems either they are fooling themselves or are perfectly fine watching content as long as someone else is paying for it.
We know it can be hard to do research while continuing to run your advertising or your content calendars. If you’re interested, you can download our FULL 2020 Consumer Thoughts on Advertising Trends. This will ensure that you receive any future research done by our CatapultX team.