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Netherlands: Fewer Netflix trialists take subscription

January 18, 2017

Fewer Netflix users in The Netherlands are taking up a paid subscription after the customary free trial, according to data from the Telecompaper Consumer Panel.

Of those who took a free trial in Q3 2016, 39 per cent said they planned to take a paid subscription in the next six months (the same as Q3 2015), whilst 41 per cent said they would not continue with the paid service (30 per cent in Q3 2015).

Regardless, Netflix still has the best conversion rate of free trialists to paid subscribers in the Dutch SVoD market. Some three-quarters of HBO subscribers on a free trial said they would not take a paid subscription; 72 per cent using Ziggo’s MyPrime said they did not want to pay for the service, and just under 60 per cent of Film1 free subscribers did not want to switch to a paid plan. Fox Sports Eredivisie fared somewhat better, with 39 per cent saying they wouldn’t take a subscription after the free trial and 41 per cent saying they would consider paying.

Categories: Articles, Consumer Behaviour, Premium, Research, VOD