Irish adults spend close to €1bn on streaming

The average Irish adult spends 11 hours 37 minutes watching streaming channels each week.

Irish adults are spending €967m a year on their chosen streaming and online TV services.

A nationally representative survey of 1,002 adults was carried out by Censuswide on behalf of Pure Telecom in October 2021. It found that the average Irish adult spends €22.57 on streaming and online TV services per month, while there is a high level of switching providers.

“People are paying a significant amount annually for their chosen service and as a result, they will happily switch provider if the cost or content isn’t to their liking”

The survey coincides with the news that Pure Telecom is rebranding its TV service to ‘Pure TV’ and adding more than 20 new channels.

It found that those who pay for streaming and online TV services, some 38% said they have cancelled an account in the last 12 months, while 13% are planning on cancelling.

Of those who have already cancelled, more than half (56%) did so to cut costs, while 26% said they simply didn’t want the service anymore. The same percentage said they cancelled because the trial period ended.

Goggle boxers

Pure Telecom’s research found that the average Irish adult spends 11 hours, 37 minutes watching streaming channels each week. Millennials watch the most at 12 hours, 6 minutes, followed by Gen Z (11 hours 33 minutes) and Gen X (11 hours 20 minutes).

The survey also found the counties that are streaming the most on a weekly basis. Residents in Laois top the charts at 16 hours 35 minutes per week, followed by Westmeath (16 hours 10 minutes) and Leitrim (14 hours 25 minutes). Offaly, meanwhile, clocks up the least amount of time watching streaming channels at 7 hours 50 minutes per week. That is followed by Roscommon (9 hours, 27 minutes) and Meath (9 hours, 56 minutes).

“Our research shows that Ireland’s streaming and online TV market is extremely active,” said Pure Telecom CEO Paul Connell.

“People are paying a significant amount annually for their chosen service and as a result, they will happily switch provider if the cost or content isn’t to their liking. The fact that many cancel their service after the trial period ends suggests that cost is a big motivator.”

Pure Telecom’s rebrand of its TV service to ‘Pure TV’ comes two years after it announced its entry to Ireland’s streaming and online TV market. The company is adding more than 20 new channels. The upgraded service now has 80 channels including all Saorview channels, NatGeo and Cartoon TV. Newly-added channels for sports fans include ESPN, IGN TV and Fuel TV. Cooking Panda and children’s channel Toon Goggles are also new additions to the service.

Pure TV costs €20 per month, or €15 per month with selected broadband plans. Irish viewers will be given unlimited mobile TV, with no extra charge for multi-screen use.

“As a player in the streaming and online TV market, we are acutely aware of the need for quality, well-priced content and that is why we are bringing more channels to Pure TV users, while putting our ‘Pure’ stamp on the name. We see ourselves becoming a much bigger player in the online content market. We are a wholly Irish-owned company and will continue to push the boundaries in order to directly compete with some of the bigger international providers in the Irish market.” 

John Kennedy
Award-winning ThinkBusiness.ie editor John Kennedy is one of Ireland's most experienced business and technology journalists.

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