© Kantar Media

To own or to rent: Understanding consumers’ MindSets

MindSets Why do people make

the choices they do?

Decisions…. Decisions…. 4 broad options

Physical purchases Subscriptions Digital rentals Digital 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%)

Decisions…. Decisions…. 4 broad options

Physical purchases Subscriptions Digital rentals Digital 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

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)

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)

MindSets

Physical purchases

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

HIG

H p

riority

L

OW

prio

rity

1. Family friendly

2. Availability when you want it

3. Value for money

1. Bonus features

2. Picture quality

Family time

HIG

H p

riority

L

OW

prio

rity

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

Digital purchases

MindSets

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%)

HIG

H p

riority

L

OW

prio

rity

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%

HIG

H p

riority

L

OW

prio

rity

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

MindSets

Digital rentals

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

HIG

H p

riority

L

OW

prio

rity

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

MindSets

Subscriptions

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”

HIG

H p

riority

L

OW

prio

rity

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

Conclusion Putting you in the picture

Picture perfect

Right here, right now

A fine line

An easy decision