Homepage

Enders Analysis provides a subscription research service covering the media, entertainment, mobile and fixed telecommunications industries in Europe, with a special focus on new technologies and media.

Our research is independent and evidence-based, covering all sides of the market: consumers, leading companies, industry trends, forecasts and public policy & regulation. A complete list of our research can be found here.

 

Rigorous Fearless Independent

Viaplay in the storm: Scandi platform launches in the UK despite high cost of expansion

28 October 2022

The Nordic streamer arrives in the UK on 1 November with two ad-free tiers: a basic £3.99 per month service featuring (mostly) Nordic scripted content, and a £14.99 version including sports, thanks to recently acquired Premier Sports.

Viaplay’s UK economics will revolve around sports: it has to demonstrate that there is room for a new premium service in the market. Substantial marketing efforts and distribution deals with the likes of Sky and Amazon will be critical to build penetration.

The UK is the latest territory in an ongoing aggressive international deployment that has driven Viaplay into loss. It aims at multi-territory economies of scale, which work for scripted content, but appear illusory for sports.

 

Access report

Alice Enders was quoted in CITY A.M on Spotify calls out ‘kafkaesque’ App Store regulations in its audiobook push

27 October 2022

Long-standing music analyst at Enders Analysis Alice Enders said Ek’s comments sit within a long-standing saga between tech firms, which hinges on owning “the direct relationship with the customer”.

She told City A.M. that Spotify has a “frenemy” relationship with Apple, which means despite its flurry of criticism, it knows Apple is the ultimate gatekeeper to the army of iPhone users that it needs to keep happy.

View Website

Video viewing habits: Forecasting new lows for broadcasters

24 October 2022

With viewing to traditional broadcast TV continuing to shrink rapidly, especially among under-45s, our latest forecasts revise a new low for broadcasters’ audiences: falling to just half of all video viewing in 2027, down from 63% today

Long-form, broadcast-quality content will increasingly be viewed on SVOD-first services (e.g. Netflix, Amazon, Disney+) as online habits solidify, especially among older audiences. Platforms offering different content (e.g. YouTube, Twitch, TikTok) will continue to grow their share and will also expand total watch-time

We forecast that under-35s will spend just a tenth to a fifth of their video time with broadcasters’ traditional long-form content five years from now, versus a third to a half for 35-54s and 85% for over-65s

Access report

Claire Enders was quoted in The Sydney Morning Herald on ‘Rupert Murdoch has come out of hibernation’: Top analyst backs Fox-News Corp merger

20 October 2022

Britain’s most respected media analyst, Claire Enders, has backed Rupert Murdoch’s proposal to merge Fox Corporation and News Corporation, labelling the potential deal “tremendous” and said it signalled that he had emerged from hibernation.

Enders, the founder of Enders Analysis who has worked in and analysed the media and telecommunications’ sectors for the past four decades, met News Corporation chief executive Robert Thomson and News UK chief executive Rebekah Brooks on Monday to discuss the deal.

View Website

Netflix Q3 2022: New tier, new narratives

19 October 2022

After two quarters losing net subscribers (-1.2 million), Netflix grew subs in Q3, adding 2.4 million (up to 223 million), driven by APAC but with all regions back to an upward trajectory. The company's attempt to focus attention off subs and onto revenue hit a snag, though—due to F/X this was down quarter-on-quarter

Netflix's ad-supported tier will be launched in the UK on 3 November; while it will not alleviate churn it will increase the perceptual value of the more popular and expensive Standard tier. With BARB not measuring incremental reach and frequency of its commercial impacts, Netflix will still have a job to prove value to advertisers

The declaration of Netflix's UK revenue firms up our understanding of the company's paying base, and provides insight into the number of households that are getting the service for free—revealing the revenue potential of measures to counteract this freeloading culture, but also the prevalence of it

Access report

Julian Aquilina was quoted in BBC News on "Netflix: How did the streaming service turn its fortunes around?"

19 October 2022

Julian Aquilina, senior TV analyst at Enders Analysis, suggests that each streaming service "must have content that makes them stand out" in order to survive.

"There's been fierce competition between platforms to get their hands on the best pieces of content; the last few years have been a golden age for scripted content," he says.

He added "Clearly Netflix, Disney, and others believe that offering people the option of a cheaper service with adverts opens up some headroom for growth."

View Website