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Paying for a video on demand service is a consumption habit more spread among young users. A survey conducted in 2020 by YouGov in Italy revealed that only ** percent of 18-to 34-year-olds did not subscribe to a video on demand platform. The percentage of individuals not interested in spending for VoD services was 23 percent among 35-to 44-year olds and 25 percent among 45-to-54-year olds.

Paying subscribers

However, a closer look at preference of Italian paying subscribers showed that young users tended to invest in fewer services, while older age groups spent on a wider range of video streaming platforms. In 2018, a survey showed that only ** percent of respondents between 18 and 24 years old subscribed to four or more services, while ** percent of 45-to 54-year olds did so.

VoD as important as Internet?

Italian users considered VoD streaming services an essential subscription. A poll conducted in 2018 showed that ** percent of paying subscribers invested in a VoD service, only having an Internet connection at home was deemed as more important (** percent). All other subscriptions such as PayTV, gaming, and music streaming followed with lower percentages.