|Acorn TV UK: Acorn TV Now Available in the UK|
Patrick Morrell, director, strategic editor and TV developer at the Trade Desk, comments on the launch as follows: “Acorn TV’s launch on the UK market means even more competition for portfolio ownership at a time while television viewing has certainly increased at the moment, there is a limit to the amount consumers are willing to pay for this privilege, and since most of Acorn’s programs are broadcast on all major UK channels for the first time, it is unlikely that many Britons are willing to pay £4.99 or hire for another streaming service.”
Since it’s about to get the maximum subscription, the obvious solution is that streaming services subsidize subscriptions with advertisements that most consumers are very sensitive to. Advertisements could be particularly powerful on Acorn TV. This gives brands access to niche groups of potential customers who are traditionally more difficult to reach while offering the much-needed advantage over Britbox, which offers the same niche and a subsequent catalog more important. “
“As the wars of diffusion intensify, all eyes are on the big players struggling to get consumers’ attention. But the small streamers that snake to the side should not be overlooked, “he concludes.
Mark Inskip, CEO of Great Britain and Ireland, Kantar (Media Division), added: “The arrival of the American platform Acorn TV on the British coast comes at an interesting time for consumers and the streaming industry. As people spend more time indoors, they also spend more time watching TV: 44 per cent of British adults say they have seen more online video and on-demand TV in recent years. However, given the current economic downturn, consumers understand better where to spend money. As more and more broadcasters join the ranks, it’s clear that everyone needs to stand out and offer users a clear USP.”
“Although Acorn TV is cheaper than most of its competitors, we know that regardless of whether a provider is paid or supported by advertising, consumers are attracted to the content available. The concentration of Acorn TV on the best shows that the British offer them differentiation opportunities, but the broadcasting landscape is becoming increasingly competitive. With Netflix, which recently announced record earnings for the beginning of the year, Acorn TV must work hard to fight against the competition, the attitudes and behaviours of your entire target market as well as the active monitoring and measurement of your engagement Users are critical to successfully entering the UK market.”
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