ThinkNow：2024墨西哥流媒体服务报告（英文版）（20页）.pdf

1、StreamingServicesIn mexicoApril 2024methodologyintroduction2Field TimingJanuary 26 February 6,2024Survey MethodOnline surveyCoverageNationalScreening Criteria18+yearsLive within Mexico territoryTotal Sample1140GenderWomen56%Men44%Age18-2636%27-4232%43-5832%56+36%SESA/B33%C+27%C18%C-14%D+6%D/E2%KeyFi

2、ndingsintroduction3 On average,Mexican consumers spend nearly 3 hours a day watching videos or movies on a video streaming service.Netflix is the top video streaming service among Mexican consumers while Spotify is the clear leader in the audio streaming category.The average cost paid for streaming

3、video services per month is$457 MXN.The average cost for audio streaming services is$274 MXN.Cost and variety/quantity of content are the most important attributes when it comes to choosing a video or audio streaming service.Customers are most likely to pay for their streaming service via cash or de

4、bit card.Detailed Findings4Detailed Findings5Nearly all Mexican consumers surveyed indicated they watch videos/movies and listen to music via streaming services at least one hour per day.The vast majority watch traditional TV(cable/antenna).Millennials and Gen X are the most likely to listen to the

5、radio(for news and/or music).Letters indicate significant difference at 95%confidence level.*Caution:Small base sizeQ1.Thinking about a normal day,how many hours do you spend on the following activities?ACTIVITIES DONE IN A TYPICAL DAY6On average,consumers spend close to 3 hours a day watching video

6、s or movies on a video streaming service.Gen Z and Millennials spend more time listening to music online and playing video games than their older cohorts.Detailed FindingsLetters indicate significant difference at 95%confidence level.*Caution:Small base sizeQ1.Thinking about a normal day,how many ho

7、urs do you spend on the following activities?7More than 70%of streaming platform users have a Netflix subscription,making it the leader in the category.Spotify is the leader in the audio streaming service category.Consumers have an average of three video streaming service subscriptions.After Netflix

8、 the next most popular video streaming services are Disney+and Amazon Prime Video.YouTube Music ranks second to Spotify.This is driven mainly by Gen Zers and Millennials.Q3.Which VIDEO streaming services are you currently subscribed to?Q8.Which AUDIO streaming services are you currently subscribed t

9、o?Detailed FindingsVideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or podcastsVIDEO/AUDIO STREAMING SERVICES SUBSCRIBED TOLetters indicate significant difference at 95%confidence level.*Caution:Small base size8The higher a persons socioeconomic sta

10、tus,the likelier they are to subscribed to video and audio streaming services.Some streaming services,such as Roku for video and YouTube Music for audio,are more common among lower socioeconomic households(D+).Detailed FindingsVIDEO/AUDIO STREAMING SERVICES SUBSCRIBE TO BY SESLetters indicate signif

11、icant difference at 95%confidence level.*Caution:Small base sizeQ3.Which VIDEO streaming services are you currently subscribed to?Q8.Which AUDIO streaming services are you currently subscribed to?VideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or p

12、odcasts9About 60%of streaming platform customers pay their services with cash,whether through a debit card or cash payment at a convenience store(OXXO).Gen Z are the most likely to pay by cash at a convenience store.Millennials and Gen X are the most likely to use a credit card to pay for these serv

13、ices.Q12.How do you usually pay for your streaming services(Video and/or Audio)?Detailed FindingsPREFERED METHOD OF PAYING FOR STREAMING SERVICESLetters indicate significant difference at 95%confidence level.*Caution:Small base size10A little over half of Mexican streaming service users have cancele

14、d their subscriptions at some point.Increasing costs and insufficient audio or video catalog are to reasons why they have canceled their service.Q15.Have you previously canceled a streaming service?Q16.What would you say were the main reasons for canceling your streaming service(s)?Detailed Findings

15、Letters indicate significant difference at 95%confidence level.*Caution:Small base size11Half of consumers report sharing their streaming service account and most of those share it with 1 or 2 people.Overall,only 2-out-of-5 indicate their service is offered in a bundle.Gen Z and Boomers are the leas

16、t likely to know if they have a bundle included in their services.Q18.Do you share any of your streaming accounts with any friends or family?Q19.How many people do you share your accounts with?Q14.Do any of your streaming services come in a bundle?Detailed FindingsLetters indicate significant differ

17、ence at 95%confidence level.*Caution:Small base size12Younger generations are more willing than older generations to pay extra for their streaming service if it offers more content.Q20.Would you consider changing any of your streaming services to another one with a larger catalog of movies and/or mu

18、sic,even if it costs a little bit more?Detailed FindingsWOULD YOU CONSIDER PAYING MORE FOR A LARGER CATALOG OF MOVIES/MUSIC?Letters indicate significant difference at 95%confidence level.*Caution:Small base size13For most,being able to access their streaming content offline through their streaming s

19、ervice is important,especially for Millennials.Q17.How important it is to you that the content on your streaming services can be viewed or listened to offline?Detailed FindingsHOW IMPORTANT IS IT THAT YOU HAVE ACCESS TO CONTENT OFFLINE?Letters indicate significant difference at 95%confidence level.*

20、Caution:Small base size14Overall,80%of consumers believe that the Mexican content offered by their streaming services is enough.Q13.Do you think your streaming service offers enough national(Mexican)content?Detailed FindingsIS THERE ENOUGH MEXICAN CONTENT BEING OFFERED?Letters indicate significant d

21、ifference at 95%confidence level.*Caution:Small base size15To watch or listen to their streaming content,consumers will mostly use their Smartphones or Smart TVs.Smartphones,laptops,tablets and videogame consoles are mostly used by Gen Z and Millennials for their streaming services.Boomers are most

22、likely to use a Smart TV to listen music than younger generations.Q2.What type of device do you use to watch your movies or videos on your streaming service(s)?Q7.What type of device do you use most often to listen to podcasts or music on your streaming service(s)?Detailed FindingsDEVICES USED TO WA

23、TCH/LISTEN TO YOUR STREAMING SERVICESLetters indicate significant difference at 95%confidence level.*Caution:Small base sizeVideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or podcasts16The variety and quantity of content offered,as well as the pric

24、e of the service,are the most important factors when subscribing to a streaming service.For video streaming services,Boomers pay the most attention to price.Recommendations from friends and family are most important to Gen Zers and Millennials.Promotions/sales and free trial periods are most importa

25、nt to Millennials when considering an audio streaming service.Detailed FindingsMOST IMPORTANT FACTORS WHEN SUBSCRIBINGLetters indicate significant difference at 95%confidence level.*Caution:Small base sizeQ2.What type of device do you use to watch your movies or videos on your streaming service(s)?Q

26、7.What type of device do you use most often to listen to podcasts or music on your streaming service(s)?VideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or podcasts17Customers pay an average of$457 pesos for their video streaming services per month;

27、audio streaming service customers pay about half that amount($274 pesos).Millennials pay the most per month for video and audio streaming services.Q6.What is the total cost you currently pay per month for all your VIDEO streaming services?Q11.What is the total cost you currently pay per month for al

28、l your AUDIO streaming services?Detailed FindingsAVERAGE COST PAID FOR STREAMING SERVICES(IN MX PESOS)Letters indicate significant difference at 95%confidence level.*Caution:Small base sizeVideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or podcasts

29、18Overall,more than 80%of customers indicate they are“very”or“somewhat”satisfied with both their video and audio streaming services.Gen Z are the least likely to be satisfied with their streaming services.Gen X and Boomers expressed the highest satisfaction with video and audio streaming services.Q5

30、.How satisfied are you currently with your VIDEO streaming service(s)?Q10.How satisfied are you currently with your AUDIO streaming service(s)?Detailed FindingsLetters indicate significant difference at 95%confidence level.*Caution:Small base sizeVideoBase:Watch video streaming services or online videosAudioBase:Listen to online/streaming music or podcastsappendix1920Participant ProfileappendixLetters indicate significant difference at 95%confidence level.*Caution:Small base size