January 15th, 2024, Lesley Simeon
From subscription fees to ad interruptions - a number of factors influence a consumer’s decision to up purchase for a video streaming service. But do online reviews and ratings feature on that list?
According to a new YouGov Surveys (Serviced) fewer than two in 10 consumers (16%) across 17 markets consider online reviews and ratings when purchasing video streaming services. On average, consumers are more likely to read reviews for hotels (44%), restaurants (43%), and consumer electronics (42%).
Exploring our demographic data, we see that younger consumers are more likely than older ones to regularly use online reviews and ratings when making video streaming service-related purchase decisions.
For instance, 18-34 aged adults are most likely (43%) to look up online reviews about video streaming services. More than a third (35%) of the 34-54 age group do so as well, while less than one in 10 (9%) of consumers aged 55 years and above follow suit.
Let’s now look at how regularly consumers use online reviews for video streaming services, by market.
Data from individual markets reveals that four in ten Hong Kongers (40%) say they regularly use online reviews when deciding on video streaming services - the most likely across all markets surveyed. Indians follow Hong Kongers, ten points behind at 30%.
In Asia, less than two in ten consumers in Singapore (17%) say they use online reviews for video streaming services - the least likely in this region.
In Europe, Swedes (18%) are most likely to refer to online reviews and ratings of video streaming services, while consumers in France (9%) and Great Britain (9%) are the least likely to agree. Americans feature in the latter half of our list as well, with 13% of consumers here saying they use online reviews when choosing video streaming services.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 501 and 2004 for each market. All surveys were conducted online in October 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced
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