In this presentation we look at the decision process we choosing whether to buy or rent Film & TV as well as deciding between physical and digital formats. As part of our analysis we used Cluster Wise Regression to look at different category MindSets based on drivers that unite people into groups. This was presented at the recent BASE (formerly BVA) research event at Empire Leicester Square (14.03.16)

1. © Kantar Media
To own or to rent:
Understanding consumers’
MindSets

2. MindSets
Why do people make
the choices they do?

3. Decisions…. Decisions….
4 broad options
Physical purchases SubscriptionsDigital rentalsDigital purchases
Family Time (12%)
Physical Comfort (13%)
Hassle Free Viewing (16%)
Wide Rangers (14%)
In The picture (20%)
Deal Me In (25%)
Utility Renters (16%)
Binging Out (28%)
Original Thinking (22%)
TV Subbed Off (26%)

4. Decisions…. Decisions….
4 broad options
Physical purchases SubscriptionsDigital rentalsDigital purchases
Family Time (12%)
Physical Comfort (13%)
Hassle Free Viewing (16%)
Wide Rangers (14%)
In The picture (20%)
Deal Me In (25%)
Utility Renters (16%)
Binging Out (28%)
Original Thinking (22%)
TV Subbed Off (26%)
Depth Interviews
Online Survey
Cluster Wise Regression

5. The librarian’s choice
0%
10%
20%
30%
40%
50%
60%
70%
Value for money Ease of use High quality picture There when I want it
Digital rental
Subscription
Bought digital
Bought physical
Source Kantar Online Omnibus, BASE: Rental (302), Subs (535), Bought digital (336), Bought physical (597)

6. Abundance of choice
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
A wide selection of options to choose from Has the latest releases
Digital rental
Subscription
Bought digital
Bought physical
Source Kantar Online Omnibus, BASE: Rental (302), Subs (535), Bought digital (336), Bought physical (597)

7. MindSets
Physical purchases

8. Picture perfect
Picture quality
There when you want it
7/10 digital not as good as disc
for gifting
7/10 reassurance of the
physical

9. HIGHpriorityLOWpriority
1. Family friendly
2. Availability when you want it
3. Value for money
1. Bonus features
2. Picture quality
Family time

10. HIGHpriorityLOWpriority
1. Physical reassurance
2. Latest releases
3. Family friendly
4. Picture quality
5. Purchase of special editions
1. Value for money
2. Ease of use
Physical Comfort

11. Digital purchases
MindSets

12. Right here, right now
Picture quality
There when you want it
Latest releases
Over half said subscription
services mean they are buying
less film and TV these days (54%)
And half felt digital was the
futureproofed option (51%)

13. HIGHpriorityLOWpriority
1. Picture quality
2. Ease of use
3. Value for Money
4. Also like to get the disc
5. Bonus features
1. Physical reassurance
2. Gifting
3. Futureproofing
Hassle free viewing 16%

14. HIGHpriorityLOWpriority
1. Many film options
2. Great way to watch TV
3. Digital seen as the future
4. Need to watch gifting &
subscription
1. Getting the disc
2. Family friendly
Wide rangers

15. MindSets
Digital rentals

16. A fine line
Picture quality
There when you want it
Latest releases
Wide range
Great way to watch films
58% said subscription services
mean they are buying less film
and TV these days

17. HIGHpriorityLOWpriority
1. They are driven by a good deal
2. Picture quality
3. Having subscriptions reduces
buying so renting can leverage
this for the new releases
1. Family Friendly
2. Bonus features
Deal me in

18. MindSets
Subscriptions

19. An easy decision
Picture quality
Value for money
Ease of use
69% said subscription services
mean they are buying less film
and TV these days
“He can watch 100 movies and it
costs us nothing”

20. HIGHpriorityLOWpriority
1. Ease of use
2. Subscription means buy less
3. Great way to watch movies
1. Bonus features
2. Value for money
3. Many options
Binging out

21. Conclusion
Putting you in the picture
Picture perfect
Right here, right now
A fine line
An easy decision