Streaming Pricing | Solid Outlook but Slowing Demand

The 20,000 Foot View: Across a wide selection of Western countries, the streaming music and video subscription markets are reaching a high degree of maturity. As saturation for core products nears, further growth will depend upon factors such as pricing innovation and multiple subscriptions per household. This report uses new MIDiA consumer data to demonstrate the likely future adoption of music and video subscriptions, the impact of inflation on real-terms pricing and also a pricing elasticity model for music.

Key Insights

  • X% of non-subscribing consumers are very likely to subscribe, translating to X% of the addressable market remaining for near-term, likely adoption
  • For longer-term demand, X% of the addressable opportunity remains, rising to more than X% in X and X
  • X% of non-music subscribers are very likely to subscribe – which means that X% of the near-term addressable opportunity remains
  • Growth in X could be challenging, with just X% of non-streamers very likely to pay
  • X% of non-subscribers are very likely or somewhat likely to pay for a music subscription
  • Strong X markets X and X rate among the lowest likelihood to pay, illustrating the challenge of converting physical buyers to digital
  • Music subscriptions are price inelastic

Companies and brands mentioned in this report:  Apple, Apple TV+ Amazon, Amazon Prime Video, Disney, Disney+, ESPN+, Hulu, Netflix

Charts: 6
Pages: 18
Words: 2,747

Includes Synopsis, PDF, Slides and Dataset