Sunday, April 21, 2024

Kantar Pilots On-Demand Analytics in Australia

Data insights consulting company Kantar has announced a pilot launch of its Entertainment on Demand tracking service in Australia.

According to Tamsin Timpson, Business Unit Director, ComTech Asia, with Kantar’s Worldpanel Division, “Entertainment on Demand (EOD) is already a well-established service in the US and the UK and client demand has driven its recent expansion into Germany, with Australia our next addition. The service tracks the full digital subscription customer journey across music and video. With a quarterly survey from 20,000 (US), 12,000 (GB), 12,000 (Germany) and 10,000 (Australia) longitudinal panels, plus a 2500 boost sample of new subscribers per quarter for each country, we deliver the latest insights on digital subscriptions from purchase triggers, through to consideration, pre-purchase touchpoints, purchase value, sign-up process, access route, bundling, purchase drivers, cancellations and switching behaviours.

“We have a number of clients already, including the leading video streaming providers, who are subscribing to the service at a global level, to gain actionable insight into understanding the On Demand market, through a detailed picture of sources of customer growth and switching flows between brands. In addition to understanding the digital subscription customer journey, the service is heavily focused on the role specific content has in driving acquisition and loyalty.

“We are very excited about the arrival of the Australia pilot data which is based on a sample of new music and video subscriptions taken out in the 3 months to June 2021 – we are working through it now and will forward some highlights to you shortly, with the aim of rolling the service out fully at the end of this year/early 2022.


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