po polsku
Photo: Gerd Altmann/cc0/Pixabay.comThe survey of Polish consumers reveals that 66% of respondents pay for subscriptions to video streaming platforms. This 20% increase indicates a growing market, with further development expected as three major global streaming platforms plan to launch in Poland in 2022. For comparison, 76% of respondents in the UK already have subscriptions.
According to the *Digital Consumer Trends 2021* report by Deloitte:
- The highest growth in paid streaming users occurred in the 55-65 age group, up 39% in a year.
- The 25-34 age group saw the second-largest growth, at 26%.
- Considering the maturity of the Polish market for paid video content and the still limited number of key global players, we can expect significant changes in the coming years, says Sławomir Lubak, partner and leader of the telecommunications, media, and technology sector at Deloitte. - One of the biggest challenges for service providers will be ensuring excellent customer experience and leveraging innovative technological solutions in this context.
One in Ten Users Cancels Subscriptions
Deloitte`s research on the highly competitive U.S. market highlights the importance of retaining customers and understanding trends in subscription cancellations. Over the past two years, the churn rate in the U.S. was over three times higher than in Poland (37% vs. 11%).
Poles also take longer to cancel their subscriptions:
- 45% cancel two to three months after first considering the option.
- In the U.S., 43% cancel on the same day they decide.
- In the UK, this figure is 23%.
Experts at Deloitte point out that the ease of cancellation has become a significant factor in speeding up this process. A single click in an app eliminates the opportunity for call centers to persuade hesitant customers to stay. In Poland, the longer decision-making process allows companies to emphasize the value of their services by effectively communicating their full offerings rather than relying solely on flagship productions.
The survey also reveals that most users who cancel video streaming subscriptions express an intention to return. Therefore, maintaining communication with former subscribers through legal and technical means is crucial.
- It`s essential to note that customer consent for data processing is required for marketing communication, even after the termination or expiration of a contract, says Karolina Smolarek, Senior Associate at Deloitte Legal, Deloitte. - This means that personal data of former customers can only be processed for marketing purposes if explicit consent is obtained.
The second part of the *Digital Consumer Trends 2021* report is available at:
https://www2.deloitte.com/pl/pl/pages/technology-media-and-telecommunications/articles/Digital-Consumer-Trends-2021-part-2.html
COMMERCIAL BREAK
New articles in section Media industry
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
See articles on a similar topic:
Radio in Europe. How Are Listener Habits Changing?
KFi
Radio remains one of the most popular media in Europe, but data from the European Broadcasting Union's report "Audience Trends: Radio 2024" shows clear changes in listener habits. The average European spent 2 hours and 13 minutes per day listening to the radio in 2023. This is 18 minutes less than five years ago but only one minute less than the previous year.
Communication gap. Is anyone listening to Polish women?
Krzysztof Fiedorek
Brands claim they understand women. Media say they speak their language. Meanwhile the report "Polki 2025" shows that most messages still miss the mark. Women do not want empty slogans. They expect a dialogue that truly relates to them.
Television, Trends, and Viewer Habits. EBU Report
Krzysztof Fiedorek
Young Europeans watch television for an average of only 72 minutes a day, and in some countries, less than 30 minutes. Traditional television is giving way to TikTok, Netflix, and YouTube. Viewer habits are changing dramatically before our eyes. What does this mean for the future of media?
Online News Portal Readers in Poland. Loyalty Analysis
Bartłomiej Dwornik
Among news portals, Onet has the highest number of users. However, in terms of reader loyalty, it falls behind Wirtualna Polska. When looking specifically at news readers, Gazeta takes the lead, though it ranks poorly in Google search positioning.
