Details are scant, but another poll on consumers’ tendency to spend online will hit the spot while the free v paid-for debate rages.
KPMG’s inaugural “media and entertainment barometer” by YouGov found that just 11% of consumers “currently spend anything on online media”. Of those who do subscribe, it’s…
—Online TV: 21%
—Movie VOD: 19%
How about value? The highest mean monthly spend across these media types went to music – £5 a month.
But mean spend on online content (below £2 a month) is far less than tangible, real-world content (£5 to £20 a month). (Then again, real-world entertainment such as cinemas and gigs doesn’t come cheap nowadays).
Twenty-eight percent of respondents said they had cut back on buying printed newspapers and magazines to read free online content since the recession kicked in, KPMG’s press release reckons. Only 3% said their spending would return to pre-recession levels.
On the other hand, 11% of those logging on to free content said they “might begin subscribing to any online media in the next 12 months”.