HBO Max and Viaplay already had half a million subscribers a month after their introduction

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Streaming services HBO Max and Viaplay both have at least half a million Dutch subscribers, according to research by Telecompaper. Introductory discounts drew people to the services, says market researcher.

At the end of the first quarter of 2022, around 7% of Dutch households subscribed to Viaplay, where, among other things, Formula 1 can be watched. About 8% have paid for series and movies on HBO Max.

Telecompaper calls the introduction of the new streaming services successful. Both services began in March. Market research attributes the success, among other things, to the introductory discounts that the services offered to attract consumers. For example, HBO gave Max “50% off for life.”

Three in ten Dutch people pay for at least two streaming services

The arrival of new services has not yet resulted in a decrease in the number of subscribers to payment services that have been around for some time. Ziggo Sport Totaal, which hosted Formula 1 last year, found that growth in paying customers from previous quarters was stagnating. Around 1% of Dutch households watch Formula 1 driver Max Verstappen through F1 TV Pro, another motor racing provider.

Netflix again has about 43% of households in the Netherlands as subscribers. That’s a slight increase after a slight decline in the second quarter of last year, writes Telecompaper. Last month, Netflix spoke for the first time of a drop in the number of paying users worldwide. Competitors Videoland, Disney+ and Amazon Prime Video are all showing continued growth, according to market research.

Three in ten Dutch people now pay for at least two streaming services per month. This concerns more than half of the respondents among the under 35s.

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