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.
7 facts about news on social media 👇
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
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
Disinformation ranks above terrorism as global threat
KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.
Television 2025. Report by the European Broadcasting Union
Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.
See articles on a similar topic:
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Media in the Balkans and Turkey
Michał Kuźmiński
The Balkans have long been referred to as a “melting pot,” and for good reason. This region is highly diverse and quite unstable. Consequently, the media landscape here is varied as well. In some places, such as democratic Greece, a member of the European Union, the media market is stable and easy to navigate.
COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
Russian Propaganda. Debunk.org Report on Moscow's Disinformation Scale
BARD, PAP Mediaroom
In 2022, the Russian Federation allocated approximately 143 billion rubles to mass media (equivalent to 1.9 billion US dollars), exceeding the planned budget by 25%. For the current year, the Kremlin's budget for this sector is set at 119.2 billion rubles (1.6 billion dollars).
