wo thirds of people in Ireland have trialled at least one Video On Demand service since March – Core Research

  • 56% scored Netflix as their number one paid subscription service, followed by Amazon Prime and Disney+
  • RTÉ Player has had the largest increase in use during the pandemic, higher than the paid for service – Netflix
  • Almost half say they watched comedy to help them cope with Pandemic stresses

Two thirds (66%) of people in Ireland have tried at least one Video on demand (VOD) service since March, according to new research from Core, Ireland’s largest marketing communications company. The research looks at the most popular video streaming services in Ireland – Netflix, RTÉ Player, Virgin Media Player, Amazon Prime and Disney+ – their offering, and how these services can convince customers to stay loyal when faced with so much choice. The survey results are based on the views of 1,000 participants, interviewed online and representative of the adult population.

The research revealed the trialling of digital streaming increased significantly during the Stay at Home restrictions, with one in four now using more than one paid video streaming services such as Netflix and Amazon Prime or Disney+. In addition, the increased focus on news and information has provided indigenous players (e.g. RTÉ and Virgin Media) with an opportunity to initially present local relevant content to VOD users, followed up with more light-hearted content to encourage repeat usage.

When asked to choose their preferred paid streaming service, 56% scored Netflix as their number one paid subscription service while Amazon Prime came second, closely followed by Disney+. Comedy, news and fiction were the main strands of content that people watched, with almost half saying they watched comedy to cope with Pandemic stresses. The same number said they watched documentaries – factual storytelling – while the third most watched area of content was news, with 37% using digital video streaming to stay up to date with the headlines.

The report showed that one of the major challenges to streaming services are not other paid for services, but websites and apps offering illegal streaming to people. Over a third of 30 year olds said they used illegal sites to watch content and this increases to 52% for people in their twenties. This generation will therefore need to be convinced that there is value in using an easy to use and trusted service that is good value for money.

Craig Farrell, Head of Media Planning at Core said: “This research reinforces how online viewing is transforming consumer expectations of what it means to watch TV. The Covid-19 pandemic has resulted in all platforms experiencing different levels of new users –  when viewers learn how to use one digital player, they are more confident to try another. In order to retain users and instil habits formed during Covid, the key for streaming providers will be to invest in culturally relevant content.”

Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy. Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.

To view the full findings of the Core Research report please click here: https://onecore.ie/intel/media/video-streaming-june-2020/