Kantar Launches Media Subscription Measure

In the US, Kantar has launched a service called 'Entertainment On Demand', to help the music industry and investors understand the consumer journey for digital video and music subscription services. The service will be rolled out in the UK, Germany, Australia and Japan in H2 2020.

Entertainment on Demand is based on a longitudinal panel of 20,000 consumers, boosted by 10,000 consumer interviews each quarter, including at least 2,500 new subscriber interviews. It will offer research into behaviour such as purchase triggers, post-purchase usage, loyalty and customer experience, to provide clients with an understanding of the reasons behind consumer subscription choice.

According to Kantar, Entertainment on Demand is the only subscription service providing both quarterly installed base and new subscription market share, alongside analysis of purchase motivations, customer experience, and diagnostics of 'at risk subscribers'. It also offers guidance on acquisition and retention strategies.

Dominic Sunnebo (pictured), SVP at Kantar's Worldpanel Division, comments: 'Entertainment On Demand provides subscription services and investors in the media industry with a new level of insight in to the motivations and habits of subscription service users. Understanding key drivers behind digital behavioural patterns is vital for clients to understand what digitally focussed consumers want, think and do'.

Web site: www.kantar.com .