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TV Viewing Habits and the Challenge of Young Nonsubscribers

One of the most crucial questions facing the pay-TV industry today is whether young consumers will continue to adopt pay-TV services at a rate comparable to previous generations.

TV Viewing Habits and the Challenge of Young Nonsubscribers analyzes this issue and provides insight on the viewing habits of the young as well as their propensity to subscribe and abandon pay-TV services.

TVPay-TV Consumer Landscape by Age
(U.S. Broadband Households)

©Parks Associates

ANALYST INSIGHT

“Cord cutting and cord ‘nevering' are much more about economics than technology. There is a dearth of low-cost pay-TV options, and some consumers are filling the void with Internet video.” - John Barrett, Director, Consumer Analytics, Parks Associates.

Table of Contents

About the Research

Previous Research

Key Findings

Recommendations

Market Overview: Pay-TV Trending Data

  • Pay-TV Service Subscription (2011 - 2013)
  • Average Monthly Cost of Home Services (2010 - 2013)
  • Previous Pay-TV Subscription Period (2012 - 2013)
  • Pay-TV Subscription Trends (2010 - 2013)
  • Reasons for Canceling Pay-TV Service (Q1/13)
  • Important Sources of Video if Pay-TV Service is Canceled (Q1/13)
  • Reasons for Canceling Pay-TV by Time of Cancellation (Q1/13)

The Reconnectors

  • Reconnectors (2012 vs. 2013)
  • Reasons for Cancelling Pay-TV Service (2012 vs. 2013)
  • Primary Video Sources After Canceling Pay-TV Service (Q1/13)
  • Reconnectors: Most Important Video Source When Not Subscribing (Q2/13)
  • Reconnectors: Satisfaction with Video Source when Non Subscribing (Q1/13)
  • Amount Spent on Video Services (Q1/13)
  • Reconnectors: Monthly Expenditure on Video When Not Subscribing (Q2/13)
  • Factors Driving Pay-TV Re-Subscription (Q1/13)
  • Reconnectors: Reason for Re-subscribing by Age (Q2/13)
  • Reconnectors: % Returning to Pay TV Provider by Provider (Q2/13)

Market Overview: Connected CE Trending Data

  • U.S. Households with TV-Internet Bridge (2010 - 2013)
  • U.S. Households with TV-Internet Bridge by Age (Q1/13)
  • Percentage of Broadband Households Connecting CE Devices to the Internet (2010 - 2013)
  • PC - to - TV Connection (2009-2012)

Market Overview: OTT Services

  • OTT Service Subscription (2012 - 2013)
  • OTT Service Subscription by Age (Q1/13)

Viewing Habits by Age

  • TV and Movie Watching Activity by Age (Q2/13)
  • TV Viewing Hours by Age (Q2/13)
  • Sources Used to Watch Movies at Home (Q1/13)
  • Movie Viewing Sources by Age (Q1/13)
  • Sources Used to Watch a TV Program at Home (Q1/13)
  • Home TV Program Viewing Source by Age (Q2/13)

Pay-TV Adoption Trends by Age

  • Pay-TV Adoption by Age (2008-2013)
  • Pay-TV Service Subscription by Age (2011 - 2013)
  • Average Monthly Cost of Unbundled Pay-TV Service by Age (2012 vs. 2013)
  • Pay-TV Subscription by Age (Q2/13)
  • Likelihood to Change Current TV Service by Age (Q2/13)
  • Pay-TV Service Intentions by Age (Q2/13)
  • Most Important Sources of Video if Pay-TV Service is Cancelled by Age (Q2/13)
  • Pay-TV Service Cancellation by Age (Q2/13)

Cord Cutters/Nevers

  • Pay-TV Consumer Landscape by Age(Q2/13)
  • Cord Cutters/Nevers by Age (2012 vs. 2013)
  • Cord Cutters/Nevers by Age in 2013 (Q2/13)
  • Cord Cutters/Nevers: Prior Use of Pay-TV Service by Age (Q2/13)
  • Cord Cutters: Reasons for Cancelling TV Service by Age (Q2/13)
  • Cord Cutters/Nevers: Intent to Subscribe to Pay TV Service by Age
  • Cord Cutters/Nevers: Change in Video Expenditure by Age (Q2/13)

Cord Cutters/Nevers: Viewing Habits

  • Video Consumption by Platforms (Q1/13)
  • Total Weekly Video Consumption by Age (Q1/13)
  • Total Weekly Video Consumption On TVs by Age (Q1/13)
  • Cord Cutters/Nevers: Hours of TV Viewing by Source (Q2/13)
  • Cord Cutters/Nevers: Hours of TV Viewing by Source & Age (Q2/13)
  • Total Weekly Video Consumption On Computers by Age (Q1/13)
  • Total Weekly Video Consumption On Mobile Phones/Tablets by Age (Q1/13)

The Netflix Exes

  • Netflix Service Subscription (2012 vs. 2013)
  • Reasons for Canceling Netflix Subscription (Q1/13)
  • Reason for Cancelling Netflix by Age (Q2/13)

Additional Research from Parks Associates

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