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Let’s start with the stalling student uptake in streaming

It seems to have reached a saturation point that, at first glance, doesn’t make much sense. The market leaders, Netflix and Amazon Prime, have risen in student subscriptions each year without fail. But last year, they both dropped. Why?

Yes, 2022 was the first year of ‘normality’ post-COVID, and also the year where the cost-of-living crisis started to tighten its grip. Students were able to indulge in other activities, while having less disposable income to spend on subscriptions. Price increases for both Netflix and Prime also played a part. 

But there’s another reason that has nothing to do with socioeconomic issues. UGC, or user generated content, may also be responsible for widespread changing media preferences in Gen Z. UGC is the collective term for any content created by people, rather than brands or businesses. The two market leaders in UGC video (YouTube and TikTok) both rose in 2022...

Tech reliance is at an all-time high on campus. Educational changes, like more online lectures, behavioural changes, like more streaming and gaming, and market changes, like more virtual experiences – have all played their part.

And, most of the time, this would be great news. Digitisation can democratise access, reduce costs, increase mobility, and enhance social lives. For the most part, it still is great news. But in a cost-of-living crisis, a growing reliance on products and services which are experiencing rapid price increases, needs to be more carefully considered.

Let’s take a look at the numbers

When it comes to services, over the past 18 months, both Spotify and Netflix have raised the price of all plans by £1 each, and Apple’s iCloud membership is now 25% more expensive. Sky subscriptions are up too, with prices for broadband and TV customers more than 8% higher than last year, whilst some of its competitors reached +14%.

When it comes to...

A closer look at supply and demand

While many perceive a crisis in student accommodation, the reality paints a more detailed picture. Cities like Newcastle, Sheffield, and Glasgow show varying trends. The balance between supply and demand remains intricate, with a sharp drop in beds delivered in 2023 versus 2019. Yet, the demand keeps surging. Approximately 30% of students currently opt to stay at home, a number set to grow with rising application volumes from domestic students and the cost-of-living crisis. By 2030, a spike in higher education applicants foretells an intensified accommodation demand.

The data analytics, reveals differences. About 40% of pipeline beds cater to a product traditionally associated with international students, who aren't 40% of the total student population, indicating a potential supply-demand misalignment. Furthermore, with a notable increase in Indian students and a decline in Chinese students in markets like Leicester, demographic...

When it comes to promoting student accommodation properties, it's common to see a heavy emphasis on keeping up with sales targets. While immediate conversions are undeniably important, it's equally vital to invest in building brand awareness over time. By centring your efforts around your brand values, highlighting the people and lifestyle connected to your property, and nurturing your audience, you can establish a formidable and enduring presence in the market. 

Let’s explore the importance of cultivating brand awareness and actionable strategies for running long-term campaigns that can effectively connect with potential residents over a span of 1 to 3 years, perfectly aligning with the duration of a university course. Continue reading to unveil the power of sustained brand development and its potential impact on your student accommodation business.

Understanding the importance of brand awareness

Brand awareness goes beyond merely promoting your...