The management consultancy Simon-Kucher & Partners had the market research institute Cint carry out a survey on streaming preferences and reviews of well-known providers. The results for the German market have now been summarized. Netflix continues to prove to be the most popular provider. DAZN and WOW However, there could be problems in the future because those surveyed perceive them as overpriced and are largely planning to cancel.
However, I would like to point out that this is an opinion survey that is prone to interference and is less of a reliable and valid study based on scientific quality criteria. Therefore, you should only view the results as a rough guide. Incidentally, the second most popular provider after Netflix Amazon Prime, which is also considered to have the best price-performance ratio. This is certainly also because the Prime tariff bundles even more advantages.
Since the results come from May 2023, some of them are already out of date. For example, Disney+ is credited with winning “advertising freedom” – but in August the streaming provider increased the prices for the standard tariff and introduced an advertising-financed subscription. According to the study, Disney+ is usually a second or third subscription and is rarely the only streaming service that those surveyed use.
Again, 46% of WOW users surveyed want to say goodbye to this service. It’s 32% at DAZN. The prices of both providers are criticized, and those surveyed at WOW are apparently missing exclusive and exciting content. However, you should wait and see: How often do I read in the comments here on our blog about intentions to cancel in a blustering manner and in the end the general mood looks different and the provider’s customer base is growing.
So I’m also cautious about the fact that every second respondent stated that they would cancel if the price increased by around 20%. Then a number of Disney+ subscribers would have to drop out after the price increase – but I don’t expect that.
The Simon Kucher Streaming Study 2023 was conducted in May 2023. 11,910 consumers in 12 countries worldwide (Germany: n=1,001) were surveyed about, among other things, streaming behavior, content preferences and willingness to pay. However, the results summarized here only refer to Germany.
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