A report from global consulting firm Simon-Kucher indicates that time spent on paid subscriptions has increased eight percentage points compared to last year, representing a total of 50% of time spent streaming .
The streaming sector continues to grow, but it does so at a slower rate compared to 2023, since 35% of users have increased their consumption of this type of content, which is 4 percentage points less than a year ago, as concluded by The Global Streaming Study 2024 , by the global consulting firm Simon-Kucher.
Conducted between April and May 2024, the study surveyed more than 12,000 consumers from 12 countries (Australia, Brazil, China, Germany, Japan, Mexico, the Netherlands, Singapore, Spain, Sweden, the United Kingdom and the United States). about their streaming behaviors and preferences.
In global terms, the report indicates that time spent on paid subscriptions has increased eight percentage points compared to last year, representing 50% of the total time spent streaming , while the use of free streaming platforms has fallen by six percentage points.
In the case of Spain, the research highlights that the time dedicated to paid subscriptions has decreased three percentage points, to 42%. In addition, the streaming time dedicated to renting movies or series on platforms such as Movistar+ or Prime Video has grown by up to five percentage points.
According to the authors of the research, one of the causes of the decrease in the growth rate is due to the consumption of social networks that replace the time spent streaming by 34% on average globally, a figure that increases by 10 points. in the case of users between 18 and 39 years old. In Spain these data are lower, with 29% preferring social networks to streaming consumption.
On the other hand, the report maintains that short content is the greatest attraction of networks. Thus, more than 40% of those surveyed (36% in the case of Spain) affirm that they find them as entertaining as streaming series or movies.
PLATFORMS PER SUBSCRIBER
According to the data from the report, to which Europa Press has had access, globally the average number of streaming subscriptions per person increased from 2.4 to 3, while in Spain it fell three tenths, going from 3 to 2.7 .
"Spain is the European market where there was the least acceptance during the previous year in terms of paying for bills outside the home, a figure that has improved significantly in 2024, when it seems that the Spanish consumer is getting used to these practices," explained Oroel Praena, Partner at Simon-Kucher.
On the other hand, the study shows that "subscription fatigue" is also a significant fact, since 40% of subscribers consider that they have too many subscriptions, which in Spain reaches almost 50%.
Regarding the most valued thing when hiring a streaming platform, the results indicate that it continues to be the wide selection of content, becoming a differential value for the different existing platforms, since they are perceived in a similar way in the rest of the elements. and in the price.
There is also a significant growth in the number of subscribers in advertising-supported packages. "More than 60% of users who are considering unsubscribing say that price is the main cause.
And a large part of these users would not unsubscribe if they had the option of accessing a cheaper price even at the cost of including advertising," said Guillermo Izard, Senior Manager of Simon-Kucher in Spain.
