KPMG before and after the quarantine of digital broadcasting platform in Turkey investigated the case. With the pandemic, digital broadcasting platforms, which have increased the number of members, continue to compete with television, but users think that the increasing competition in the market reduces the quality of the content. Competition will heat up if free content providers increase variety
KPMG in Turkey, explored the satisfaction of consumers in the digital broadcast platform. The research also revealed the steps that online platforms, which increased the number of members during the quarantine period, should take the new order from the perspective of the consumer. The research includes the results of two surveys conducted with employees, living in a big city, with a high education level, middle-upper income level, and the age range of 22-45. The research included the opinions of users who declared their current membership of digital platforms.
Although participants prefer paid platforms due to their content quality and ad-free content, free platforms that stand out with their content diversity seem to force the competition.
KPMG in Turkey, Strategy and Operations Consulting Leader and Partner Serkan Ercan's, noting that the price received in the first place in all of the answers, "Consumer price sensitivity is high. Many say that while they have a main or indirect membership, they can pay a maximum of 10 lira additional fee to subscribe to a new service. In addition, content quality and variety are as important as price. While the pandemic and the increase in time spent at home create opportunities for growth for companies providing online services, retaining users gained during this period can be difficult. Competition will intensify with the entry of national and global service providers into the market. Developing quality content and creating a strong pricing strategy is essential to earning wallet share and increasing revenue. "It is very important to take and evaluate consumer feedback seriously."
The results of the survey are as follows:
- 86 percent of the respondents have a membership of at least one paid digital broadcast platform. The rate of those who pay the membership fee themselves is 73 percent.
- As the majority of the main users have two or more memberships, monthly membership fees exceed 20 TL. 35 percent of the respondents pay monthly membership over 36 lira. 96 percent of them consume content from family membership or shared use packages.
- The fee that users who are already members of another platform agree to pay to become a member of a different service provider is stated as 10 lira or less.
- Easy access to the service, ad-free environment and content quality are important in choosing a paid platform, but free platforms stand out with a variety of content. Increasing tutorial content and running a powerful recommendation engine in the background can make free content providers protect their members.
- In the consumers' choice of broadcast platform, the original series stand out with 47 percent and the movie archive with 21 percent. However, the audience thinks the contents are relatively limited. This directs the viewer to different access points to find content.
- Most of the survey respondents state that the quality of the original content produced has decreased and the number of premium content is gradually decreasing, as the cross-platform competition increases the number of content.
The computer has passed the TV
- While pre-quarantine television use was more common, device preferences in quarantine differed. Laptop usage increased from 30 percent before quarantine to 39 percent in quarantine due to the increase in the time spent collectively at home and the tendency of family members to different contents. Television ranks second with 37 percent.
- The rate of those who spend 6-8 hours a day on digital broadcasting platforms increased to 50 percent during the quarantine period. With the normalization, this rate decreased by 3 percent. The respondents stated that they will reduce this period even more.
- The changing habits and lifestyle with the pandemic caused the content watched to change. The consumer, who watched more TV series before the pandemic, preferred short video content during the quarantine period. Among the short videos, preparing food, doing sports and similar activities stand out. - Hibya