Market Research Report
The Buyer's Journey-Pay TV vs. OTT
|Published by||Parks Associates||Product code||904337|
|Published||Content info||58 Slides
Delivery time: 1-2 business days
|The Buyer's Journey-Pay TV vs. OTT|
|Published: August 7, 2019||Content info: 58 Slides||
This study explores the process that consumers go through when purchasing OTT and pay-TV services. It examines adoption of various services and the degree to which pay TV and OTT video complement or compete with each other in purchase considerations. It evaluates decision criteria and consumer expectations, including content offerings, service tiers, user experience, and features. The study also compares different consumer segments, including millennials and other demographic groups, to understand their similarities, differences, and how service providers can best reach them.
“The recent decline in traditional pay-TV and growing popularity of OTT services have fostered the widespread belief that OTT subscribers are driven by simple economics. Certainly pricing plays a role in decision making, but other reasons including content availability, ability to work with connected entertainment devices, and service features also significantly influence these consumers.” - Craig Leslie, Senior Analyst, Parks Associates.