Thailand: reasons for unsubscribing from SVoD services by age 2024

According to a survey by Rakuten Insight in June 2024, about 47 percent of Thai respondents aged between 35 to 44 years old stated that they intended to unsubscribe from SVoD service providers in the next three months because the subscription prices were getting more expensive. Meanwhile, 47 percent of the respondents who were 16 to 24 years old stated that they would cancel their subscriptions as there was nothing left to watch.

Reasons for unsubscribing from subscription video-on-demand (SVoD) services in the next three months in Thailand as of June 2024, by age

Characteristic	16 to 24 years old	25 to 34 years old	35 to 44 years old	45 to 54 years old	55 years old and older
There is nothing on the platform left that I wanted to watch	47%	38%	34%	33%	32%
The subscriptions increased in price/ are too expensive	33%	43%	47%	44%	42%
The quality of the content is not as good as it used to be	13%	21%	22%	23%	29%
The video playback was not of good quality or clear	9%	13%	15%	15%	5%
I only subscribed to watch a particular show and I have finished watching it	30%	28%	27%	25%	24%
The quality of the video playback is not supported by the devices I have	8%	12%	10%	12%	11%
The person I was sharing the subscription with no longer wants to continue with it	7%	10%	10%	12%	11%
Others	10%	6%	6%	9%	8%

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Release date

September 2024

More information

Region

Thailand

Survey time period

June 13 to 30, 2024

Number of respondents

2,388 respondents

Age group

16 years and older

Special properties

among respondents who intended to unsubscribe from SvoD service providers

Method of interview

Online survey

Supplementary notes

Original question: "Are you planning on cancelling your subscription(s) to streaming service providers in the next three months? If yes, why are you planning to cancel your subscription? (choose all that apply)"

The figures have been rounded.

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