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欧洲视频订阅进入稳定市场阶段

文化传媒 2024-11-21 奥纬咨询
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QUALIFICATIONS, ASSUMPTIONS, AND LIMITING CONDITIONSThis report is for the exclusive use of the OliverWyman client named herein. This report is not intended for general circulation or publication, nor is itto be reproduced, quoted, or distributed for any purpose without the prior written permission of OliverWyman. There are no third-party beneficiarieswith respect to this report, and OliverWyman does not accept any liability to any third party.Information furnished by others, upon which all or portions of this report are based, is believed to be reliable but has notbeen independently verified,unless otherwise expressly indicated. Public information and industry and statistical data are from sources we deem to be reliable; however, we makeno representation as to the accuracy or completeness of such information. The findings contained in this report may contain predictions based oncurrent data and historical trends. Any such predictions are subject to inherent risks and uncertainties. OliverWyman accepts no responsibility foractual results or future events.The opinions expressed in this report are valid only for the purpose stated herein and as of the date of this report. No obligation is assumed to revisethis report to reflect changes, events, or conditions, which occur subsequent to the date hereof.All decisions in connection with the implementation or use of advice or recommendations contained in this report are the soleresponsibility of theclient. This report does not represent investment advice nor does it provide an opinion regarding the fairness of any transaction to any and all parties.In addition, this report does not represent legal, medical, accounting, safety, or other specialized advice. For any such advice, OliverWymanrecommends seeking and obtaining advice from a qualified professional. © Oliver WymanSAMPLEDETAILSMaleFemaleOther/donot wantto disclose18-2425-3435-4445-5455-6465+© Oliver WymanAge distribution (%)Sex distribution Media and entertainmentsubscription overview Media and entertainment: Overview•Across Europe,Video is the most popular servicecounting on average 1.5 subscriptions per capita;nonetheless, c. 30% of consumers without any active subscriptions leaves room for further growth•Audio subscriptions followwith consumers tending to focus on just 1 service subscription: 45% of thepopulation having at least 1 subscription, representing more than 70% of the audio consumers•Gaming and Publishing lag behindin terms of penetration, with only 0.5-0.4 subscriptions per capita;such services adoption are concentrated, having a smaller portion of the population with multiplesubscriptions but the majority (i.e. 7 out of 10 and 8 out of 10 respectively) having none•Number of subscriptionsper capitadecrease by ageon each service category:–Young adults(<35 years), with their5.0 total subscriptions average, hold the 43% of subscriptions (c.2.1) on Video vs. the remaining 57% distributed across Audio, Gaming and Publishing–Adults(35-55 years) have3.3 total subscriptions average, of which half (c. 1.6) on Video and the restdistributed across Audio, Gaming and less on Publishing–Silver age(>55 years) show1.7 average subscriptions, of which 52% (c. 0.9) on Video, and asignificantly lower contribution of Gaming vs. younger generations•Leveraging onhigher maturity of the Video market, bundling would represent anopportunity for otherservices(e.g., Audio) to increase penetration © Oliver WymanEXECUTIVESUMMARY © Oliver WymanHow many onlinesubscriptions do youcurrently have for eachservice category?% of respondents for number ofsubscriptions, by service;average number ofsubscriptions, by service213OverviewSource:OliverWymanMediaConsumerSurvey2024.1. Calculated as the ratio between standard deviationand weighted averageACROSSEUROPE, VIDEO IS THE MOST POPULAR SERVICE WITH 1.5 SUBSCRIPTION PER CAPITA; AUDIOFOLLOWS, WHILE GAMING AND PUBLISHING ARE MORE CONCENTRATED WITHA MINORITY OF USERS Dispersion aroundthe average130%28%20%13%6%3%1.50.70.455%33%6%2%1%3%71%18%5%2%1%3%80%10%4%3%2%1%012345+VideoAudioPublishingDispersion around the average (bigger size for bigger dispersion)0.5GamingAverage scale00.511.52Average subscriptions © Oliver WymanHow many onlinesubscriptions do youcurrently have for eachservice category?Average number ofsubscriptions by service, by ageclusterYOUNGER GENERATIONS HAVE THE HIGHEST NUMBER OF SUBSCRIPTIONS INTOTAL AND ACROSSALL SERVICE CATEGORY-CROSS-AGE DISTRIBUTION MOSTLY CHANGES FORGAMINGSource:OliverWymanMediaConsumerSurvey2024.213Overview XXAverage # of total subscription per personVideoAudioGamingPublishing2.11.11.10.7Young Adults<351.60.70.60.4Adults35-650.90.40.20.2Silver age>655.03.31.7 © Oliver WymanEXECUTIVESUMMARY(1/2) Media and entertainment: Video•Focusing on Video,Europe can be seen as a single market,with limited differences across countries:–Thepenetration, i.e. the share of consumers with at least 1 Video subscription,is approximatelyaround 70%, ranging between 6