7 reasons why users pay for on demand content when they can get it for free
The Internet is full of thousands of websites with free content.
Music, books, films, you only have to spend a few minutes searching and you'll get it... for free!
If all this is free, why is a user willing to pay for content?
Read on and we'll explain the 7 reasons why users pay for on demand content when they can get it for free.
Because it is quality content
Users prefer things that are easy and getting free content requires some effort. You have to find it, filter it, and select it. And of course, all this takes time, because it requires more dedication than you think.
If you want to learn how to play the drums, for example, you can go to YouTube and search for tutorials.
But the search will return thousands of results and you will ask yourself questions like these:
- Which author do I trust?
- Is this the level where I should start?
- Is this the right technique?
These questions create a sense of doubt and require effort, in the form of trial and error. On the other hand...
You can sign up for a course, where they offer fewer videos, with more specific content and which follows a much more logical structure:
This is one of the reasons why PLAYBAK allows you to make your content even more functional by adding ....
- Additional information...
All this so that users can find exactly what they are looking for in the catalogue and access it whenever they need it.
Because it is cost-effective
On demand content is great value for money.
Studies say that 30% of users rate on-demand content as cost-effective or cheap.The most current marketing studies say that users enjoy between 4 and 88 hours of content, depending on their category:
- Knowing that the average price of a subscription is around €18, this amounts to almost 5 hours of content for every euro spent.
- Economically, it is very profitable for users.
- It is true that there is a lot of free content online. But users pay for this content in other ways.
- How much wasted time do you spend searching YouTube?
- How many times do you have to endure ads while watching free video content?
When you pay for content, you get exactly the content you want, organising your time as it suits you best, with no extra effort, no extra risk.
I love football, I have always played with a group of friends from the University, football is my passion and I never miss a game of Cádiz CF in the Liga Santander.A few years ago, when I was still studying at the Faculty of Law, I used to spend my Sunday afternoons following the matches of the day connected to free websites. I spent the whole time refreshing the screen, closing the pop-up ads and changing pages when I lost the connection. Not to mention that before shutting down the computer I had to run the antivirus ... just in case.
It still horrifies me to think about it, what a waste of time!
In the end I ended up subscribing to the football package from my on-demand provider. Not only could I watch all the football, but I was also able to take advantage of an offer to watch the top series of that season.
I enjoyed every euro I spent that year!
Because it eliminates any difficulty
When users search for your content, they do so because they want to get better at something. They are looking to be more creative; to develop new skills; to grow personally or, in other words, to improve as a person. The difficulty is They don't know how to do it. The free content gives you only a glimpse of how you can do it, because it rarely goes into depth.
Let's say you are a yoga teacher and you want to offer from your classes a higher quality content focused on your new clients.
You can go to YouTube and try to create a channel with a selection of online videos:
It is a very complex job and you might not know if you have fallen behind in any step.
You can go to PLAYBAK and easily create a 10-hour course with our tools, ensuring that your clients will receive all the information they need.
Your students will feel comfortable knowing that they will be able to interact with you, receiving your feedback. They will also have access to the course materials whenever they want.
... All this adds value to the price of the course.
When we say that users are willing to pay for this type of content, we are not just saying it!
Because it has become normal
Paying for content has become commonplace all around us. Consumers have become accustomed to seeking out platforms where they can access content on demand. The chaos in our lives due to the coronavirus pandemic means that we spend more time at home, but we don't want to waste it filtering content that is not of quality.
We'd rather pay a little more, but know that it's quality, easy to manage and very accessible. Millennials are willing to pay for access to on-demand content for this very reason. And, after covid-19, this experience will have been passed on to older generations.
It is no longer unusual to pay for on-demand content - now it's the weirdos who don't!
Because users don't value free content
When we get something for free, we enjoy it in the moment. But a couple of hours later, we forget about it. However, if you work hard to save up to buy something and you finally have enough money to buy it, you value it much more!
Users value what they pay for. Someone who pays €18 a month to access your content will get much more for the use of your product, and better results! and better results! - than someone who gets it for free.
Users who pay for a product are more likely to make a return on their investment so that the money they have spent is not wasted. Our clients know that users who subscribe to their content on demand will get more out of the content than people who find it for free on the internet.
Because they can support their favourite communities
Paying for content also means being part of a community of users. People who have the same hobbies as us, with whom we can interact. This is why people support Jaime Altozano on Patreon or subscribe to watch Ibai Llanos' favourite streams on Twitch. Doing so allows them to feel part of a community, establishing a very close bond with a creator they can support and contribute to keep creating content they love.
Because who likes to watch adverts?
One of the best investments I've made is the €9.99 monthly fee to Spotify. Why did I do it?
Because when I'm in the car on my way to the beaches of El Palmar, with the Beach Boys blaring, I don't feel like listening to a Spotify Premium advert straight after. I want to enjoy the music without ads. It's something that also happens to me with films, TV series and YouTube videos. I don't like commercials, except for Campofrío ads at Christmas.
I share this feeling with other people, I'm not a freak for thinking this way, don't get confused. Studies indicate that there are many potential customers who think like me and would be willing to consume this kind of products. So don't give it a second thought and offer your customers the experience of enjoying your content without ads.
Sign up for the PLAYBAK BETA to become a #PlayBaker and get ready to see how video on demand REVOLVES your business.