Access to SVOD and churn rate in Europe 2021

The rate of access to subscription video-on-demand (SVOD) surpassed that of churn in all selected European countries, according to a survey from June to August 2021. The United Kingdom showed the highest access rate, at 76 percent. The churn rate was the highest in Norway, with 23 percent stating to have cancelled subscription services in the 12 months prior to the survey.

Access to subscription video-on-demand (SVOD) and churn rate in selected countries in Europe as of mid 2021

Characteristic	Access to SVOD	Churn rate
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Release date

December 2021

More information

Region

Europe

Survey time period

June to August 2021

Number of respondents

20,160 respondents

Age group

16-75 years

Method of interview

Online survey

Supplementary notes

Original question: Which, if any, of the following digital subscription services do you have access to? In the last 12 months, have you or someone else in your household subscribed to any paid subscriptions for a video streaming service, or cancelled any existing ones?

Respondents age 18-75 in Austria (1,000), Belgium (2,000), Denmark (1,000), Germany (2,000), Ireland (1,000), Italy (2,000), Norway (1,000), and Sweden (1,000); age 16-75 in the UK (4,160); age 18-70 in the Netherlands (2,000); age 18-55 in Turkey (1,000); age 18-65 in Poland (2,000).

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