Market Research Report
Pay TV: Perception, Adoption, and Retention
|Published by||Parks Associates||Product code||984467|
|Published||Content info||65 Slides
Delivery time: 1-2 business days
|Pay TV: Perception, Adoption, and Retention|
|Published: January 22, 2021||Content info: 65 Slides||
In today's highly competitive market, brand and service perception can significantly affect consumers' selection of a provider and willingness to stay with that provider. This primary research examines the adoption, switching, and canceling in pay TV, perception of pay-TV services and features, and interest in options to incent subscribers to retain their service. The study contrasts traditional pay-TV services and vMVPD services and examines how each sector is acquiring, engaging, and retaining subscribers during the extremely challenging times brought on by the COVID-19 crisis.
"Although US pay-TV subscribers reported watching much more pay-TV content than usual during the early COVID-19 pandemic, economic pressures and consumer anxiety around heavy job losses and pay cuts could encourage cord-cutting." -Kristen Hanich , Senior Analyst, Parks Associates.