The service involves a longitudinal panel of 20,000 consumers, boosted by 10,000 consumer interviews each quarter, including at least 2,500 new subscriber interviews.

It is aimed at the music industry and investors, to gain insight into the full consumer journey for digital video and music subscription services.

Kantar said that Entertainment On Demand is the only subscription service offering quarterly installed base and new subscription market share, alongside analysis on purchase motivations, customer experience, and diagnostics on ‘at-risk subscribers’ as well as guidance on acquisition and retention strategies.

It will research behaviours including purchase triggers, post-purchase use, loyalty and the customer experience, so clients can better understand consumer subscription choice.

Initially launching in the US, Kantar Entertainment On Demand will be available in the UK, Germany, Australia and Japan in the second half of the year.

Read Cundiff, North American CEO at Kantar, said: “This new service expands our expertise into the subscription market, and will help, major players, market entrants and investors understand the ‘why’ behind the ‘buy’ decision subscribers are making. The launch of this service reflects the rapid expansion in the digital subscription market as well as the changing needs of our existing clients who are expanding from hardware further into service provision.”