A new study from Horowitz Research has revealed clearly the new normal in US TV, showing that 70% of TV viewers aged over 18, and 90% of 18-34-year-olds stream some of the content they watch.Horowitz believes that over the past decade, the pay-TV landscape has undergone a radical transformation, propelled by Netflix’s and the critical mass adoption of other streaming services. Now, in the latest edition of its State of Pay TV, OTT & SVOD annual survey, the analyst sees the pay-TV industry on the verge of another tipping point ever since. According to the company’s, the industry is about to enter a new phase as the introduction of the likes of Hulu with Live TV and YouTube TV signal a new era of competition to traditional cable, satellite, and fibre optic TV providers.
The study shows that 29% of TV content viewers express interest in subscribing to one of these so-called dMVPDs; 30% of them among traditional pay-TV subscribers from cable, satellite and fibre operators. Most crucially, just over three-quarters of those interested in a dMVPD say that in order to consider the service, the overall cost will need to be lower than having a cable or satellite subscription.
When asked which features are most essential in making the decision to subscribe to a dMVPD, respondents listed as top features live TV, local broadcast channels, regional sports networks, DVR, and a variety of cable networks. In other words, facets associated with normal TV. Also considered essential were features that are often antithetical to traditional TV services: Not requiring a contract, not requiring additional hardware such as a dish or set top box, and having the ability to access your entire service on various devices simultaneously, both in and out of the home.
“These new services are a game-changer because they introduce a new narrative, one that doesn’t pit people who are willing to pay for pay-TV against those who cord-cut,” remarked Horowitz SVP of insights and strategy Adriana Waterston. “Instead, the new narrative is about those who choose to stay with a traditional provider against those who might choose to go with a new provider offering comparable services in a different way.”
The study shows that 29% of TV content viewers express interest in subscribing to one of these so-called dMVPDs; 30% of them among traditional pay-TV subscribers from cable, satellite and fibre operators. Most crucially, just over three-quarters of those interested in a dMVPD say that in order to consider the service, the overall cost will need to be lower than having a cable or satellite subscription.
When asked which features are most essential in making the decision to subscribe to a dMVPD, respondents listed as top features live TV, local broadcast channels, regional sports networks, DVR, and a variety of cable networks. In other words, facets associated with normal TV. Also considered essential were features that are often antithetical to traditional TV services: Not requiring a contract, not requiring additional hardware such as a dish or set top box, and having the ability to access your entire service on various devices simultaneously, both in and out of the home.
“These new services are a game-changer because they introduce a new narrative, one that doesn’t pit people who are willing to pay for pay-TV against those who cord-cut,” remarked Horowitz SVP of insights and strategy Adriana Waterston. “Instead, the new narrative is about those who choose to stay with a traditional provider against those who might choose to go with a new provider offering comparable services in a different way.”
