Four in five UK Netflix subscribers aged 16-25 say that Netflix Originals are important in keeping them with the SVOD service.
This, said David Sidebottom, principal analyst, Futuresource Consulting, was significantly higher than for Netflix users as a whole.
Speaking in a keynote at the DTG Summit, presenting the findings of a study undertaken in 2017, Sidebottom added that 69% of UK consumers aged 16-25 use Netflix, of whom 70% don’t pay for the service themselves.
This compared to 45% for Amazon Prime, 40% watching SVOD offline and 31% buying digital video, while only 27% primarily use live TV platforms.
Furthermore, 50% watch shows based on social media recommendations.
Sidebottom also said that looking more generally at the UK market, each SVOD household takes on average 1.7 services. This compared to over 2 in the US but under 1.5 in France and Germany.
Furthermore, TV was still the main device used to watch Netflix in the UK.
