• by Wayne Friedman , April 24, 2019

Premium OTT video platforms can hinge success on just one TV series or movie -- a key for getting digital consumers to stay long term.

PwC (PricewaterhouseCoopers) said 36% of viewers have subscribed to a new video service just to watch one particular show -- original or not. It was higher, 46% among 18-29s.

After that one TV series/movie, 35% said they kept the subscription, while 23% said they always cancelled and 42% said have done both -- keeping it sometimes and cancelling it other times.

When asked what percentage of the streaming service had was “original” content or content made by other brands watched on a streaming service, respondents said 56% was “licensed” content and 44% was “original.

The study says the “consumer experience” for many streaming services was key for successful platforms.

When asked what made a specific service their “favorite,” top reasons include: ease of use at 33%, reliability at 26%, having full-length TV shows at 25% and always being able to “find something to watch” at 22%.

PwC surveyed a nationally representative sample of 1,000 Americans between the ages of 18 and 64 who have access to the internet via an online survey conducted during March 2019.