While Hollywood And Wall Street have been bracing for more than two years for a slew of competing streaming services, a new survey has some revelations about the marketplace these platforms will so…
Less than half of consumers surveyed, or 42%, said they intended to add a new streaming service for household viewing. Only 20% said they would add two, and 34% said they would not engage in any of the new offerings at all. The study unpacks some of the psychology behind the resistance to certain elements of the streaming war, the foremost being pricing.
As any movie studio could tell you, massive marketing campaigns can help win customers. Disney Plus commandeered bus shelters for nearly a mile down Los Angeles’ Santa Monica Boulevard in October, trumpeting its launch with neon signs and character posters. Significantly, the study found that 70% of those surveyed indicated they were “likely” or “very likely” to drop a current streaming service in favor of Disney Plus.
“You’re dealing with five or six huge companies that all have unique assets to leverage,” Kessler says. “Apple has an incredible amount of cash, Disney has the brand awareness and we’ve just seen a content lineup from HBO Max that exceeded expectations.”It’s not entirely about original content.
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