The start of the new season of 'Game of Thrones' could mean a boost for Ziggo, the leading pay-TV provider in the Netherlands. The company has the exclusive rights to the series in the Netherlands, and the question is whether this will lead to an increase in customer numbers. However, research by Telecompaper's Consumer Insights panel found the star series is unlikely to lead to many new customers.
HBO decided last year to end its channel in the Netherlands. As a result, its partner Ziggo acquired the exclusive rights to all HBO series from the start of 2017. Ziggo offers the unique content in a special package. A full marketing campaign was launched to accompany the start of the seventh series of Game of Thrones earlier this month.
The HBO content is available in the package Ziggo Movies & Series XL for EUR 11.95 per month or as part of the most expensive triple-play subscription. Quad-play customers can also get the content as a free extra.
HBO content: a reason to switch or stay?
Earlier research found that the Ziggo Movies & Series XL package attracts a similar amount of customers as KPN's offer of free Fox Sports. Around 10 percent of KPN customers said the HBO content was a reason to switch to Ziggo. Among current Ziggo customers, around 10 percent also said it was a reason to stay with the provider.
2.7 million Dutch consumers watch Game of Thrones
With the latest season of Game of Thrones now available on demand, we looked again at how consumers respond. We asked those without access to HBO content (either not a Ziggo customer or not the right package) how they plan to watch the new series. Around 81 percent said they don't follow Game of Thrones, leaving around 2.7 million Dutch consumers who do.
Not enough to switch
Only 1 percent said they would switch their TV subscription to Ziggo or had already done so in order to watch GoT. The largest share (8%) said they would watch via a friend who is a Ziggo customer with access (account sharing). Three percent plan to wait for the DVD to come out at the end of this year.
Another 4 percent said they would download the series illegally, and 3 percent said they will use other means (likely illegal streaming). Game of Thrones is already the most downloaded and streamed series worldwide; the first episode was watched 90 million times this way, according to the anti-piracy group MUSO. Fewer Dutch are downloading these days though, and it appears the more limited distribution of Game of Thrones in the Netherlands will not lead to a major increase.
GoT international hit with audiences
The new season of Game of Thrones appears to be getting good viewing figures worldwide. Sky said the first episode attracted a big audience both in the UK and Germany. Ziggo has not disclosed any audience figures yet for the Netherlands.
