OFLC – Online video services October 2019
1 Online video services - OFLC Methodology
• Results in this report are based upon questions asked in the UMR Research nation-wide omnibus survey. This is an online survey of a nationally representative sample of 1000 New Zealanders 18 years of age and over. • Fieldwork for the latest online survey was conducted between 24th September to the 2nd of October 2019. • The margin of error for a sample size of 1000 for a 50% figure at the 95% confidence level is ± 3.1%. Note on rounding: • All numbers are shown rounded to zero decimal places. Hence specified totals are not always exactly equal to the sum of the specified sub-totals. The differences are seldom more than 1%. • For example: 47.7 + 47.7 = 95.4 would appear: 48 + 48 = 95.
2 Online video services - OFLC Summary
Use of paid online services • A little over three quarters of New Zealanders (77%) have used a paid online service for watching movies or TV shows. • Younger respondents (those aged 18-29) and those aged 30-44 were more likely to have used these services at 93% and 90% respectively, while older respondents (those aged 60+) were less likely at 55%. • Those with higher household incomes (more than $100k) were more likely to have use these services (87%) compared to those with lower household incomes (less than $50k) at 63%.
Use of specific subscription services • Of those who have used a paid online service for watching movies or TV shows, Netflix was the most popular service to currently be subscribed to with 72% of respondents using that service, followed by Lightbox with 30% of respondents currently using that service. • Around one in five (22%) declared that they do not currently have an active subscription (which equates to 39% of the whole sample). This was highest among respondents 60 years of age and older (39%), those with a household income of $50k or less (32%) and those with no dependent children (28%).
Use of pay per view • The same sub-group of respondents were then asked about how frequently they rented or bought movies in the past month from nine providers. Sixteen percent declared that they used iTunes at least once in the past month, followed closely by Lightbox (15%) and Google Play Movies and TV/ YouTube (Paid content) (15%). Younger respondents (those aged 18-29) were more likely to have used iTunes at 27%, while older respondents (those aged 60+) were less likely at 4%. Similarly, younger respondents were more likely to have used Lightbox and Google Play Movies and TV/ YouTube (Paid content) both at 25%.
3 Online video services - OFLC Use of paid online services
Below are examples of paid online services for watching movies or TV shows (sometimes called ‘video on demand’ or ‘streaming’ services). Have you EVER used any services like these for watching movies or TV shows?
Yes 77% No 23%
Unsure
0% Base: All respondents (n=1000)
4 Online video services - OFLC Use of paid online services by demographics
Yes No/ Unsure
ALL (n=1000) 77 23 GENDER: Male 78 22 Female 76 24 AGE GROUP: 18-29 93 7 30-44 90 10 45-59 74 26 60+ 55 45 HOUSEHOLD INCOME: Less than $50k 63 37 $50k-$100k 78 22 More than $100k 87 13 AREA: Auckland 83 17 Provincial 71 29 Rural 71 29 0% 20% 40% 60% 80% 100% Base: All respondents (n=1000)
5 Online video services - OFLC Use of specific subscription services
These are examples of paid subscription online services for watching movies or TV shows (i.e. NOT sport, news or Sky TV). Do you have an active subscription, like a monthly payment, for one or more of these services? Please select all that apply.
100
80 72
60
40 30 22 20 13 12 10 2 <1 0 Netflix Lightbox YouTube Amazon Neon Other Unsure Do not have Premium Prime Video an active subscription
Base: 77% of respondents, those have used a paid online video service (n=769)
6 Online video services - OFLC Use of specific subscription services by demographics
Netflix Lightbox YouTube Premium Amazon Prime Video Neon Other Do not have an active subscription
ALL (n=769) 72 30 13 12 10 22 GENDER: Male 72 33 14 14 11 21 Female 72 28 12 9 9 23 AGE GROUP: 18-29 79 32 23 12 16 18 30-44 83 32 14 18 11 12 45-59 67 31 8 10 10 24 60+ 53 24 4 41 39 HOUSEHOLD INCOME: Less than $50k 62 19 12 13 7 32 $50k-$100k 72 27 16 8 6 22 More than $100k 80 42 13 16 16 14 AREA: Auckland 74 28 17 12 11 20 Provincial 66 30 13 9 8 28 Rural 66 36 19 10 10 23 % Base: 77% of respondents, those have used a paid online video service (n=769)
7 Online video services - OFLC Use of pay per view
Below are examples of online services where you pay money to rent or buy a specific movie or TV show to watch online (this is sometimes called ‘pay per view’). Thinking back over the past month, about how many times did you rent or buy movies or TV shows from each of the following providers? (Your best guess is fine). At least 1 to 3 times None Unsure
iTunes 16 83 2 Google Play Movies & TV/ YouTube (Paid content) 15 83 2 Lightbox 15 83 2 PlayStation Store 10 89 1 Microsoft / Xbox Store 9 90 1 Amazon Prime Video 9 90 2 Steam movies 6 92 2 Quickflix 5 94 2 Stuff Pix 3 95 2
Other 8 90 1 0% 20% 40% 60% 80% 100% Base: 77% of respondents, those have used a paid online video service (n=769)
8 Online video services - OFLC Use of pay per view – detailed
Below are examples of online services where you pay money to rent or buy a specific movie or TV show to watch online (this is sometimes called ‘pay per view’). Thinking back over the past month, about how many times did you rent or buy movies or TV shows from each of the following providers? (Your best guess is fine).
0 At least 1 to 3 1 to 3 4 to 6 7 to 9 10 times Unsure times times times times or more % % % % % % % iTunes 83 16 11 2 2 1 2 Lightbox 83 15 8 3 2 2 2 Google Play Movies & TV/ YouTube (Paid 83 15 7 3 1 3 2 content) PlayStation Store 89 10 5 2 1 2 1 Amazon Prime Video 90 9 5 2 1 1 2 Microsoft / Xbox 90 9 5 1 1 1 1 Store Steam movies 92 6 3 2 1 1 2 Quickflix 94 5 3 1 0 0 2 Stuff Pix 95 3 2 1 1 0 2 Base: 77% of respondents, those have used a paid online video service (n=769)
9 Online video services - OFLC