TV Viewing Habits and the Challenge of Young Nonsubscribers

One of the most crucial questions facing the pay-TV industry today is whether young consumers will continue to adopt pay-TV services at a rate comparable to previous generations. TV Viewing Habits and the Challenge of Young Nonsubscribers analyzes this issue and provides insight on the viewing habits of the young as well as their propensity to subscribe and abandon pay-TV services.

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About the Research

Previous Research

Key Findings

Recommendations

Market Overview: Pay-TV Trending Data

Pay-TV Service Subscription (2011 - 2013)

Average Monthly Cost of Home Services (2010 - 2013)

Previous Pay-TV Subscription Period (2012 - 2013)

Pay-TV Subscription Trends (2010 - 2013)

Reasons for Canceling Pay-TV Service (Q1/13)

Important Sources of Video if Pay-TV Service is Canceled (Q1/13)

Reasons for Canceling Pay-TV by Time of Cancellation (Q1/13)

The Reconnectors

Reconnectors (2012 vs. 2013)

Reasons for Cancelling Pay-TV Service (2012 vs. 2013)

Primary Video Sources After Canceling Pay-TV Service (Q1/13)

Reconnectors: Most Important Video Source When Not Subscribing (Q2/13)

Reconnectors: Satisfaction with Video Source  when Non Subscribing (Q1/13)

Amount Spent on Video Services  (Q1/13)

Reconnectors: Monthly Expenditure on Video When Not Subscribing (Q2/13)

Factors Driving Pay-TV Re-Subscription (Q1/13)

Reconnectors: Reason for Re-subscribing by Age (Q2/13)

Reconnectors: % Returning to Pay TV Provider by Provider (Q2/13)

Market Overview: Connected CE Trending Data

U.S. Households with TV-Internet Bridge (2010 - 2013)

U.S. Households with TV-Internet Bridge by Age (Q1/13)

Percentage of Broadband Households Connecting CE Devices to the Internet (2010 - 2013)

PC - to - TV Connection (2009-2012)

Market Overview: OTT Services

OTT Service Subscription (2012 - 2013)

OTT Service Subscription by Age (Q1/13)

Viewing Habits by Age

TV and Movie Watching Activity by Age (Q2/13)

TV Viewing Hours by Age (Q2/13)

Sources Used to Watch Movies at Home (Q1/13)

Movie Viewing Sources by Age (Q1/13)

Sources Used to Watch a TV Program at Home (Q1/13)

Home TV Program Viewing Source by Age (Q2/13)

Pay-TV Adoption Trends by Age

Pay-TV Adoption by Age (2008-2013)

Pay-TV Service Subscription by Age (2011 - 2013)

Average Monthly Cost of Unbundled Pay-TV Service by Age (2012 vs. 2013)

Pay-TV Subscription by Age (Q2/13)

Likelihood to Change Current TV Service by Age (Q2/13)

Pay-TV Service Intentions by Age (Q2/13)

Most Important Sources of Video if Pay-TV Service is Cancelled by Age (Q2/13)

Pay-TV Service Cancellation by Age (Q2/13)

Cord Cutters/Nevers

Pay-TV Consumer Landscape by Age(Q2/13)

Cord Cutters/Nevers by Age (2012 vs. 2013)

Cord Cutters/Nevers by Age in 2013 (Q2/13)

Cord Cutters/Nevers: Prior Use of Pay-TV Service by Age (Q2/13)

Cord Cutters: Reasons for Cancelling TV Service by Age (Q2/13)

Cord Cutters/Nevers: Intent to Subscribe to Pay TV Service by Age

Cord Cutters/Nevers: Change in Video Expenditure by Age (Q2/13)

Cord Cutters/Nevers: Viewing Habits

Video Consumption by Platforms (Q1/13)

Total Weekly Video Consumption by Age (Q1/13)

Total Weekly Video Consumption On TVs by Age (Q1/13)

Cord Cutters/Nevers: Hours of TV Viewing by Source (Q2/13)

Cord Cutters/Nevers: Hours of TV Viewing by Source & Age (Q2/13)

Total Weekly Video Consumption On Computers by Age (Q1/13)

Total Weekly Video Consumption On Mobile Phones/Tablets by Age (Q1/13)

The Netflix Exes

Netflix Service Subscription (2012 vs. 2013)

Reasons for Canceling Netflix Subscription (Q1/13)

Reason for Cancelling Netflix by Age (Q2/13)

Additional Research from Parks Associates

Publish Date: 2Q 2013

Slides: 88


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Director

Published by Parks Associates
© June 2013 Parks Associates | Dallas, Texas 75248

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