HBO Max and Viaplay are quickly gaining ground in the Netherlands
HBO Max and Viaplay started in March in our country. The two streaming services already have 600,000 and 550,000 subscribers in our country at the end of March. This is evident from figures from Telecompaper.
Movies and Formula 1
HBO Max offered Dutch customers a ‘lifetime’ discount of 50 percent in the first weeks. The service bundles movies and series from HBO, Warner Bros., DC and Cartoon Network. Warner Bros films can also be streamed at no extra cost via HBO Max 45 days after the cinema premiere.
Viaplay started on 1 March in the Netherlands and has Formula 1 as a major crowd puller. Viaplay also had all kinds of discount deals in the first few weeks. The Swedish company has been criticized for the Formula 1 broadcasts, which raises the question of how many people will keep them. Concurrent F1 TV Pro is much smaller: 1 percent of households paid for that F1 streaming service at the end of March.
Netflix and Videoland
Netflix remained stable in the Netherlands last year: 43 percent of households have a Netflix subscription. The American company lost subscribers last quarter for the first time in eleven years. For a turnaround, among other things, a cheaper with advertising must ensure. Disney+ is also quite the plan.
Videoland is in second place: 16 percent of households have a subscription to the RTL service. Disney+ saw its market share increase by 11 percent to six months. This is followed by Amazon Prime Video (9 percent) and NPO Plus (8 percent).
shifts
“We do not yet see an impact from other services in the quarter due to the negative effects of HBO Max and Viaplay. But we have to wait and see how that will develop in the coming quarter,” says Bart Kooning of Telecompaper. “The question is what people are going to do with their subscriptions and what they will continue to do with their subscriptions. This could have an impact on services such as Ziggo Sport Totaal. We take into account that shifts may occur in the coming quarter.”
The high consequences can also have consequences, they can take a critical look at their expenditure. “The economic situation is becoming increasingly important. We see that consumers are planning to cut back on telecom and video services, or have already done so,” says Kooning.
Sharing accounts
Three in ten households have at least two subscriptions to video services, according to Telecompaper. As more video services are added, people have also started to share login data among themselves en masse.
Recently, another survey showed that 34 percent of Dutch people watched a streaming service on someone else’s account. Kooning: “I can also confirm that their streaming subscription is lending.”