UK consumers expect to pay £74/month to get acceptable content | Media Analysis | Business
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In a new study commissioned by Amdocs, UK viewers are unsatisfied with their content options and are demanding personalised bundles despite currently spending on average £47 per month on TV, film and video subscription services.
amdocs research 7Feb2019
The New Viewer  survey, conducted by Vanson Bourne, sampled 1,000 UK viewers to gauge their attitudes towards TV subscription services, payments, and advertising, to learn more about the nation’s viewing habits. The research involved 2,500 TV, film or video-watching consumers, interviewed between October and November 2018 by research firm Vanson Bourne. 1,000 consumers were interviewed in each of the UK and US markets, and 500 in Brazil.

The study found that fundamentally a need for a fresh approach to content provision, based on personalised and aggregated services.
The average UK consumer uses two TV subscription services, which can be complex and costly to manage. Yet 70% of UK viewers aren’t satisfied with the range of TV and video content they currently have access to.

In order to access the TV shows, films and live sports they want to watch on a regular basis, viewers believe they would need to considerably increase the amount they’re currently spending up to £74 per month or £888 per year. Two- thirds of UK respondents stated that they would be prepared to pay for a single provider that could package all of their preferred content into a dedicated bundle. A similar number said that they would be happy to ditch their current providers if this type of ‘perfect content bundle’ was available.

When asked what they would pay money for, the survey found 85% would include a binge-worthy TV series such as Game of Thrones, which one in six consumers admitted they couldn’t live without. Almost three-quarters (73%) would include access to live concerts and events while just over two-thirds would include access to all sports games from one specific team.

Just over half (54%) of consumers would even be open to receiving more advertising, if they could personalise the products and industries advertised to them.

“We are in a golden age of content, with massive investment in original programming and new ways to consume it. But customers are still having to jump between TV applications and content providers to find the programming they want. This is confusing and frustrating,” said Gary Miles, CMO of Amdocs commenting on the New Viewer research.

“Furthermore, the monetisation model varies a lot by service provider, but clearly we are entering an age of three primary models: pay per view; ad-funded and subscription. Helping consumers find their priority content with the right monetisation mix which is simple and transparent will be the winning strategy. For sure, advertisements will help subsidise some of the consumption in many optimal mixes – so the strategy here needs to be fewer adverts, which are more relevant and therefore more valuable to all.”