Streaming: two out of three Argentines are subscribed, and consumption already exceeds radio

The figure is very high and a compelling example of how a relatively recent cultural trend was consolidated in Argentina: a survey carried out by the specialized consultancy Carrier y Asociados found that 93% of Argentine internet users consume audiovisual content through streaming. According to this work, Netflix continues to be the most “popular”, mentioned by 84% of users.

But that investigation is not alone. Other “paper” of consumption that you have just shown points in the same direction and to deepen some data: after analyzing the daily customs of a thousand Argentines from all over the country, in a representative sample of geographies and social classes, “it was seen that today the penetration of the streaming is very high: two out of three Argentines are already subscribed to some service of this type and that massiveness attracts attention,” he told PROFILE Sebastián Corzo, Marketing Director of the consultancy Kantar Division Outlook. And he explained: “In addition, although 67% claim to be subscribed to one, this is accentuated if it ‘opens’ by age, since among those under 35 the percentage of subscribers grow up to 80%”.

Among millennials and centennials, 75% acknowledge that they share their passwords

According to this expert, it is a very high number, even if it is compare with other massive indicators of media consumption: it surpasses radio and is already close to the reach figures of open television which, with all its history and free of charge, has a penetration of close to 90%. Argentine streaming consumption also is above what occurs in most of the countries of the regionwhere only Brazil equals or exceeds the high Argentine acceptance rates.

Another important detail that Corzo highlights in his trend analysis is that the younger the users, the greater the number of platforms to which they are subscribed. “If we look at the companies Argentines follow on average, it gives us 2.8: that is, they have regular access to “almost” three services. But again, when the age of the consumer is less than 35 years, the average rises and reaches 3.2 subscriptions per capita”.

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Being younger is also associated with another phenomenon: the younger the users, the more likely they are to share their name and password. “When asking about this topic, in general, 54% of users said that they shared their passwords. But when we open this indicator by age, it starts to rise, and among millennials and centennials, 75% say they share their keys, which is a complex issue for platforms in terms of customer loyalty.

Satisfaction. The survey had another local original finding in consumption. “When asking about the levels of satisfaction with streaming services, we found that –in general– users are satisfied. Traditionally, that data was reassurance for companies that their customers would befaithful‘ and they would remain as stories over time,” said the consumer expert. However, on this particular issue, the rules of marketing seem not follow those of other mass consumption items: “95% of people said they were very satisfied with the content on their platforms. But, despite this figure, 47% of those consulted – practically half – stated that they were willing to change their subscriptions in the next six months. “It is a high volatility and it has to do with the fact that people enter and leave the services sometimes for a particular series. Obviously, the cost of the subscription also has to do at this point ”.

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As everyone knows, the last pandemic made more people would stay much longer in front of the screens consuming content and social networks. But now that “normality” is slowly resuming, what we perceive is that online consumption is gradually falling, but the “floor” remained higher. “It no longer seems that it is possible to return globally to previous levels.

And there is an interesting fact: when people are asked where they are going to lower their expenses to face inflation, “online entertainment” is one of the three items in which people choose not to reduce their consumption, along with education and food. ”, he concluded.

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ON THE RISE. Despite galloping inflation, online entertainment is one of the three areas in which people choose not to reduce their consumption.
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LEADER. Netflix is ​​the service with the most subscribers in Argentina.

More competition on the screen

Enrique Carrier *

After a couple of years in which, hand in hand with the pandemic, the main global technology companies had records Delaware growth (from use, sales, profit or valuation), the situation changed radically during 2022, with layoffs and spending cuts, as well as significant changes in strategies. This is, without a doubt, a year of tranquility.

The pandemic was, to put it in some way, a blessing for technology. In the case of entertainment, the greater leisure time available due to isolation, the lack of commuting, the prolonged closure of many departure destinations (cinemas, restaurants, bars, etc.) prompted a jump in the growth of streaming and gaming as well as the use of social networks.

However, the trend changed from the beginning of this year. First with the marked drop in the valuation of many of the companies when the first disturbing indicators appeared. Then, and as a result, a significant wave of layoffs broke out at various technology giants.

Netflix felt the impact of the competition that flourished during the pandemic and the largest number of alternatives for the consumer. By subscription, with advertising or hybrid models, the different platforms compete for the wallet and the time of the clients. A competition that forces you to invest more (and better) in content. With so many strong names in the market, Netflix is ​​no longer the streaming generic and today attention is already a dispute between several heavyweights.

* Consultant the telecommunications market and new media.

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