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Market Research Report

TV Services: Pay TV in a Data-Driven World

Published by Parks Associates Product code 421259
Published Content info 48 Pages
Delivery time: 1-2 business days
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TV Services: Pay TV in a Data-Driven World
Published: July 26, 2018 Content info: 48 Pages

Pay-TV providers are increasingly facing online challengers that have extensive expertise in using data to define and drive their businesses as well as user experiences. Big data is the new field for competition, and developing more strategic methods to leverage collected data to improve services and revenues is critical for the pay-TV industry. This report focuses on the impact of big data on the pay-TV industry, both today and in the future, including profiles of major players.

Consumer Confidence in Data Usage


“Traditional companies in the pay-TV marketplace now find themselves at a disadvantage, in terms of data analysis and use, to new companies that have entered the ecosystem. As a result, pay-TV providers and their broadcast and network content partners are playing catch-up, seeking to gain data-oriented expertise and adjust their way of doing business in order to better perform, compete, and attract a new generation of customers,” said Brett Sappington, Senior Director of Research, Parks Associates.

Table of Contents

Table of Contents

1.0. Report Summary

  • 1.1. Purpose of Report
  • 1.2. Key Burning Questions Addressed by This Research
  • 1.3. Research Approach/Sources

2.0. The State of Pay TV

3.0. Pay TV and Data Use

  • 3.1. Comparing Traditional and New Generation Use of Data
  • 3.2. Regulation

4.0. The Value of Data in Pay TV

  • 4.1. Types of Data
  • 4.2. Quantifying Data's Value
    • 4.2.1. Utility
    • 4.2.2. Cost
    • 4.2.3. Impact

5.0. Consumer Attitudes about Data Use

6.0. Data Trends and Opportunities in Pay TV

  • 6.1. Advertising
  • 6.2. Content-Related Decisions
  • 6.3. User Experience and Feature Design
  • 6.4. Use of Artificial Intelligence/Machine Learning

7.0. Global Forecast of Pay-TV Subscriptions

8.0. Implications

  • 8.1. Pay-TV Providers
  • 8.2. Cable Networks/Content Producers
  • 8.3. Technology Vendors

9.0. Appendix

  • 9.1. Glossary
  • 9.2. Index
  • 9.3. Image Sources

List of Figures

  • Figure 1: Number of Available U.S. OTT Video Services, 2013-2018
  • Figure 2: Reason for Being a Pay-TV Service Detractor
  • Figure 3: Internal Perception and Use of Data: Traditional vs. New Generation Companies
  • Figure 4: Advantages and Challenges in Use of Data: Traditional vs. New Generation Companies
  • Figure 5: Summary Details of the Cable Communications Policy Act of 1984
  • Figure 6: Impact of Provider Actions on Consumer Confidence in Data Use
  • Figure 7: Consumer Perception of Data Protection
  • Figure 8: Consumer Perception of Data Value
  • Figure 9: Consumer Willingness to Share Data for Specific Uses
  • Figure 10: Perceptions Among Data-Sensitive Consumers
  • Figure 11: Perceptions Among Non-Data-Sensitive Consumers
  • Figure 12: Addressable Advertising Activity Among MVPDs
  • Figure 13: Share of Video Consumption on a Television
  • Figure 14: TV Services Forecast Methodology
  • Figure 15: Global Forecast: Pay-TV Subscriptions by Region (2017-2023)
  • Figure 16: Global Forecast: Pay-TV Subscriptions by Type (2017-2023)
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