Operators strive to retain VOD service subscribers

In some markets, 50% of subscribers who subscribe to a service for the first time plan to cancel it before half a year.

Research Now reveals in its latest studies that the VOD market continues to grow exponentially, although it highlights that the main challenge of the new platforms is to retain users subscribed to their services.

Analyzing the markets of Brazil, the United States, Singapore, Australia, the United Kingdom and Germany reveals that OTT is experiencing almost double growth (45 percent) in the total number of subscribers compared to last year.

Brazil leads the percentage of consumers planning to subscribe to an OTT service for the first time with 30%, where the global average is 18 percent.

In terms of platforms, the bandwagon of subscriptions to on-demand services continues to be pulled by Netflix all over the world except Germany, where Amazon Prime Instant Video leads the market, and Singapore, where StarHub is the main option when subscribing to a service.

In its study, Research Now highlights that at this time the main objective of OTT platforms is to retain their subscribers since 50% of subscribers who subscribe to a service for the first time plan to cancel it before half a year. Singapore leads this figure with 66 percent, followed by Australia (59%), the United Kingdom (56%), Germany (54%), the United States (45%) and Brazil (30%).