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.
1049 journalists in Europe silenced by lawsuits 👇
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
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
Why do we believe fakes? Science reveals the psychology of virals
KFi
Why do emotions grab more attention than evidence, and why can a fake authority overshadow scientific data? Researchers from Warsaw University of Technology, Jagiellonian University, and SWPS University in Poland sought the answers. Here are their findings.
Investigative journalism in Europe. Newsrooms face pressure
KFi, Newseria
Media and political representatives point to the difficult situation of investigative journalism in Europe. Newsrooms are reluctant to invest in this segment due to high costs and the large amount of time and effort required. Most of all, however, they fear legal proceedings.
See articles on a similar topic:
Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web
Krzysztof Fiedorek
Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.
Violence in Media and Child Rearing
Małgorzata Więczkowska
The influence of mass media on individuals is now an undisputed fact. There is no place today where this impact on religious, moral, political, social, or educational attitudes cannot be felt.
Fake News in Poland. Challenges in Assessing Information Credibility
RINF
One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.
We Trust AI-Generated Fake News More Than Human-Created News
KrzysztoF
Generating and spreading misinformation with AI can negatively affect various areas of life, including global healthcare. To examine how AI-created text impacts the comprehension of information, researchers from the University of Zurich analyzed tweets generated by GPT-3.
