Almost 75% of Estonians have tried at least one streaming service.
Furthermore, according to a survey conducted by Elisa, almost four-fifths of those who have tried streaming services still use some services regularly. Netflix, Elisa Huubi, Jupiter and Viaplay are the most actively used Estonian households.
People over the age of 60 have tried streaming services the least, while in other age groups it can be seen that respondents prefer to try several different services before choosing the right one. At the same time, it turns out that after the initial attempts, the final choices are more in favour of domestic services or better-known foreign services.
Commenting on the findings of the study, Kertu Popp, Elisa’s head of entertainment services, said: “It is clear from the results that a large part of the respondents have also tried foreign services such as Amazon Prime Video, HBO and Apple TV +, but only less than a third of those who have used them regularly.
“By contrast, churn is significantly smaller than those who have tried domestic services or Netflix and regularly use them”.
Elisa notes that the popularity of domestic services is mainly influenced by what is offered there. The study shows that when choosing a streaming service that suits you, it is very important for viewers that the content offered on the platform is translated into Estonian and that you can also find content where local actors perform. Content in Estonian is somewhat less important among younger viewers, while the final price of the service is less important among older viewers. Popp noted that today Estonian content can be found on individual foreign platforms, and in most cases these platforms do not offer the possibility to turn on Estonian subtitles.
Popp continued: “On the other hand, local services, such as Elisa Huubis, provide foreign films and series with Estonian translations, as well as a lot of content produced in Estonia, as well as high-quality domestic original series created specifically for a specific platform”.
The survey also showed that a large number of people are preferring streaming services to traditional TV services. Nearly a fifth of respondents said they consume more content via streaming services, and just over half of 18-29 year olds prefer to be entertained by traditional TV services. “The world is clearly moving towards the growing popularity of streaming services. Although classic television is not disappearing, streaming services are able to offer more and more people.
“As time goes on, the trend of people using different services at different times to find the kind of entertainment they are looking for at any given time will become more pronounced”.
The survey on the use of streaming services was conducted among more than 1,300 Elisa customers throughout February.