Skinny bundles to herald new age of pay-TV as a third of US consumers willing to stream services | Media Analysis | Business
By continuing to use this site you consent to the use of cookies on your device as described in our cookie policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
horovitzres 29june2017A 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.”

Overall Rating (0)

0 out of 5 stars
Add comment
  • No comments found