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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
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Pay TV: Perception, Adoption, and Retention
Published: January 22, 2021 Content info: 65 Slides
Description

SYNOPSIS:

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.

ANALYST INSIGHT:

"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.

Table of Contents

Table of Contents

Executive Summary

  • Industry Insight
  • Entertainment Video Service Ecosystem
  • Pay-TV & OTT Service Subscriptions
  • Pay-TV Subscribers with OTT Subscription Services
  • NPS by Pay-TV Service Type (2018 - 2020)
  • Stand-alone vs Bundled Broadband Service Net Promotor Scores (NPS, 2018 - 2020)
  • Pay-TV Service Features Received
  • Appeal of Potential New Features
  • TV Service NPS by Impact of Set-Top Box or Steaming Media Player
  • High Intention to Make Changes to Pay-TV Plans
  • Likelihood of Pay-TV Cancellation if Less New Content This Year due to COVID-19

Adoption & Perception of Pay-TV Services

  • Pay TV & OTT Service Subscriptions
  • Pay-TV Subscribers with OTT Subscription Services
  • Top Traditional Pay-TV Providers Among Subscribers
  • Pay-TV Adoption by Service Type (2019-2020)
  • Online Pay-TV Service Adoption
  • Adoption of Online Pay-TV Services from Newcomers vs. Traditional Players
  • NPS by Pay-TV Service Type (2018 - 2020)
  • NPS of Top Providers

Changes to Standalone and Bundling Among Subscribers

  • Adoption of Bundles and Standalone Services
  • Home Service ARPU (2010 - 2020)
  • ARPU of Home Bundled Services
  • Trends in Home Service Subscription
  • NPS of Pay-TV: Stand-alone vs. Bundled Service (2018 - 2020)

Set-Top Box Adoption

  • Set-Top Box Adoption
  • Streaming Media Player Adoption
  • Xfinity Flex Streaming Box/Cox Contour Steam Player Adoption
  • Adoption of Set-Top Boxes with OTT Video Support Among Subscribers to Top Pay-TV Providers
  • TV Service NPS by Impact of Set-Top Box or Steaming Media Player
  • Primary Streaming Devices for Most Used TV
  • Primary Streaming Device for Second Most Used TV
  • Primary Device for Streaming Online Videos Among TV Owners
  • Primary Streaming Devices - Connected TV Products
  • Frequency of Using Connected TV Products
  • Time Spent on Entertainment Activities via Primary Streaming Video Product
  • Average Weekly Hours Spent on Primary Streaming Video Product

Adoption of Pay-TV Service Features

  • Video Packages Adoption
  • Pay-TV Service Features Received
  • Monthly Usage of Pay-TV Features and Packages
  • Frequency of Using Video Package
  • Frequency of Using Pay-TV Service Features
  • Appeal of Potential New Features
  • Satisfaction with Traditional Pay-TV Service Providers
  • Value of Specific TV Features

Intentions and the Effects of COVID-19

  • Services Used During COVID-19 Crisis
  • Intention to Use Services After COVID-19
  • Changes Made to Pay-TV Service Over 12 Months Prior to Survey
  • Reasons for Switching from Online Pay-TV Service to Traditional Pay-TV Service
  • Reasons for Switching from Traditional Pay-TV Service to Online Pay-TV Service
  • Expected Entertainment Spending During 2020 Holidays
  • Likelihood of Making Changes to Pay-TV Plans
  • High Intention to Make Changes to Pay-TV Plans
  • High Intention to Churn By Online Services
  • Likelihood of Pay-TV Cancellation if Less New Content This Year due to COVID-19
  • Importance of Live Sporting Events to Keep TV Service
  • Preferred Method to Watch New Movies
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