Providing market intelligence for more than 35 years

In The News

Marketing could reveal AT&T’s future TV priorities, analyst says

Brett Sappington, senior director of research at Dallas-based Parks Associates, said that how AT&T markets and invests in DirecTV Now during the second half of 2017 could provide an indication as to how it will prioritize streaming TV moving forward. The Dallas telco otherwise has reason to play its preferences close to its chest, Sappington said.

“If you’ve hired someone to be in charge of DirecTV Now, you don’t want to tell them, ‘you’re a nice-to-have, but traditional is where we’re focusing our business,’” he said.

Sappington said that indicators could include whether and to what extent AT&T packages original content specifically for DirecTV Now and how licensing deals are structured to equip the service with the best options for consumers. Bundling options and every day marketing investments will also be an indicator. The company is already offering DirecTV Now as a $10 add-on for unlimited wireless plans.

From the article "Marketing could reveal AT&T’s future TV priorities, analyst says" by Shawn Shinneman.

Previously In The News

HBO Now Has 800,000 Paying Subscribers Since April Launch

“In the past year we keep seeing more and more services coming up, more niche services,” said Glenn Hower, an analyst with market research firm Parks Associates. There’s Netflix, which has been str...

What Can Yahoo's Online Video Assets Do For Verizon?

Distributing its video out to its various websites could be a boon to Yahoo. Parks Associates' Brett Sappington predicted that traditional magazines may make a leap to presenting their content via onl...

Comcast is totally okay with you not having an Xfinity set-top box

“Pay-TV providers want to retain subscribers, so they want to make sure that you stay inside their ecosystem,” says Brett Sappington, a media analyst at Parks Associates. “If you don’t have a reason t...

91% of viewers like streaming aggregation, survey says

Not only are consumers saying video aggregators are simple to navigate across, but they also value having a single bill for all their apps. OTT bundling is a key source of revenue for pay TV and other...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Broadband Small-to-medium Business (SMB) Connected Health
Services
Research Services: Custom and Consulting Research Projects Streaming Video Tracker Security Tracker Smart Home Tracker
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces Upcoming Industry Events
Resources
Press Releases Analyst Blog Parks in the News Connected Consumer Podcast 
About Us
Overview Team Contact Us
Store
View Your Cart

Follow Us to stay informed

© 2023-2025 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive