Inflation has less impact on streaming subscriptions than expected
Many experts had assumed that the high inflation would have a negative impact on household media budgets. In a 2022 KPMG study* from the US, for example, around 80% of consumers with a streaming subscription stated that inflation was affecting their budget in general or their subscription in particular. A study conducted by Recurly** in Germany in 2022 also showed that 84% of German consumers who use one or more subscription services were concerned about the effects of inflation. The present TV streaming report concludes that, so far, around one in eight Internet users (13%) in Austria has cancelled a streaming subscription due to the economic situation. The report also shows that, with a view to inflation, 9% have switched to at least one cheaper streaming offer and another 8% have switched to a free offer.
The Internet remains ahead of cable television as a TV reception channel
More than one in three Austrian Internet users (38%) already receives television over the Internet. At just one percentage point more, the Internet remains at the previous year's level, but continues to expand its lead over cable TV reception in 2023 as well. This is a 2 percentage point loss, hitting 29% this year. TV reception via satellite remains in first place in Austria, at 43%, thus staying at the previous year's level. Reception via DVB-T remains low at 6%.
TV streaming services are being used more and more
This year, as many as 40% of respondents say they watch content from TV streaming services during at least half of their television time. This corresponds to an increase of around 20% compared to the previous year. 7% of respondents even use only TV streaming services during their television time. Among the onliners, when asked as to whether they can imagine using television services exclusively over the Internet in the future, about half of the respondents (47%) say they can (very) well imagine this.
TV and video usage remains at the previous year's level
After a slight increase in the use of live TV in 2022, it remains stable this year at 25%. YouTube is and remains the most popular moving image offer on the Internet, despite a loss of 3 percentage points compared to the previous year. About two thirds (63%) use the video portal. At 44%, the broadcasters' catch-up services have also seen a decrease of 3 percentage points in 2023. Like live TV, video-on-demand offers remained at the previous year's level at 29%. This year, with 73% of video-on-demand users, Netflix is just ahead of Amazon Prime Video on 72%. This is followed by Disney+ with 37%. The US service has thus seen an increase of 4 percentage points. The Paramount+ service, which was relaunched in 2022, currently reaches 8% of video-on-demand users. The likewise new offering from Discovery+ comes in at 6%.
"TV streaming services are increasingly being used on the Internet. This is a very gratifying development," says Jörg Meyer, Chief Commercial Officer at Zattoo. "In the future, the task for us at Zattoo will be to convince even more Austrians to receive TV over the Internet – because being able to watch content via time-shift wherever there is an Internet connection, even when travelling, and on a variety of devices, clearly sets the Internet apart from other types of reception."
*Cf. KPMG, "KPMG 2022 Media Consumer Survey", https://advisory.kpmg.us/content/dam/advisory/en/pdfs/2022/metaverse-rising-skips-beat.pdf, retrieved on 28/02/2023.
** Cf. Recurly, "Pandemic vs. Endemic Impacts and Trends on Subscription Services", https://recurly.com/press/german-consumers-pay/, retrieved on 28/02/2023.
You can download the TV Streaming Report 2023 for Austria here
or visit our website at https://zattoo.com/at/en/tv-streaming-report-2023-at.
You can find the individual graphics for the report here.
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