According to Magid Media Futures study, original and exclusive programming is the driving factor for consumers when they decide to subscribe to an over-the-top video service.
Andrew Hare, VP of research for Magid, in an interview with Digital News Daily, said “The real value, not only for Netflix but for emerging players, is becoming an issue of originals. It really suggests the conversation is changing for consumers. It is now much more about what will you bring me that is new, that is compelling, that is must-see TV so to speak, as reason to sign up.”
The study shows that two-thirds of U.S. households pay for at least one streaming service, and the rise of cord-cutting is being attributed to OTT content, and not price.