According to the latest data from April 2023, a majority of Czechs now see the value in paying for online video content. This information was gathered by Nielsen and ResSolution, with the results being discussed for the first time at last week's Innovation Day conference.
"Our data shows an ongoing shift in the willingness of the Czech population to pay for video content. About 57% of respondents believe it is right to pay for video content as it supports the creators and ultimately contributes to better quality content," said Hana Friedlanderová from Nielsen agency.
Streaming services: A form of relaxation and escape
The study revealed that for most of the domestic population, video content serves as a form of relaxation and escape from daily worries and stress. This sentiment was particularly prevalent among younger users, with 60% affirming this stance. Furthermore, a quarter of the population could not imagine a day without consuming some form of video content. Younger users placed more importance on video, with two-fifths of this demographic unable to go a day without it.
Satisfaction with content offerings
Most people expressed satisfaction with the variety of movies and series offered by video services, live television broadcasts, and other freely available video sources. Overall, 76% of the online population expressed satisfaction, with this figure rising to 79% for the younger demographic of 15-34 years. The highest satisfaction level, 81%, was seen among active users of paid streaming services. These are users who use at least one of the paid platforms at least once a week.
However, not all desired programs, series, or films are always available. This can be due to the platform not having distribution rights or the rights owner limiting availability to select countries. Two-thirds of the Czech population have found themselves in this situation at least once. This issue is more frequent for the younger generation and active streaming users, who actively seek out content and want to curate their own viewing program.
Coping with unavailable content
When faced with unavailable content, 55% of Czechs adopt a "wait and see" approach. They wait for the content to become available on the SVOD service or on a freely available platform. There is a generational difference here, with older age groups being more patient and less bothered about missing a series. Younger people are much less patient and want to see the content being discussed.
Approximately a quarter of users resort to piracy and obtain content from illegal sources when faced with unavailable content. This behavior is more common among younger users aged 15-34.
Willingness to pay for additional platforms
13% of people are willing to pay for another platform to access content they wish to see, despite already paying for another platform. Six percent even stated that they would cancel their current subscription and switch to another platform that has the content they're interested in. The willingness to pay for specific content is again higher among younger demographics, reaching 26%.
Attitudes towards ads and trials on streaming platforms
Most people say they do not want advertising on SVOD services. However, 46% stated they would subscribe to a video service with advertisements if it meant a discount off the base price. This sentiment was more prevalent among the middle-aged user group of 35 to 54 years.
A significant motivator for trying out a video service is a free trial period, where users can determine whether or not the service's offerings meet their needs. About 46% of respondents indicated this as a motivation, with the strategy proving more effective among younger generations.
Preference for local content
"Approximately two-fifths of people prefer video content and services that provide a good amount of local Czech content. This preference is particularly strong among the middle-aged demographic, people from medium and small towns, and women," Friedlanderová pointed out.
The findings from Nielsen and ResSolution provide an insight into the evolving attitudes and behaviors of Czechs towards online video content, offering valuable information for both content creators and streaming platforms.