Pay-TV Cord Re-connectors and the Netflix Exes

This Market Focus analyzes two consumer segments: those who recently re-subscribed to pay-TV service after a brief hiatus and those who canceled their subscription to the Netflix Watch Instantly service.

It identifies the key factors influencing their decisions and the implications these trends have for the pay-TV industry.

“Economic factors rather than content considerations are pushing consumers back towards traditional pay-TV services. Consumers treat over-the-top video as both a backup and complementing source of content while traditional pay-TV service plays the dominant role in home video consumption. Traditional tactics (discounts, promotions, etc.) will therefore be effective in fighting over-the-top video, but pay-TV providers will be vulnerable to encroachment until they offer lower-cost options to budget-strapped consumers.”
                                - John Barrett, DIrector, Research, Parks Associates

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Pay-TV Re-connectors and the Netflix Exes

About the Research

Previous Research

Key Findings

Recommendations

Trending Data

Pay-TV Subscribers (2011-2012)

Pay-TV Subscription Trends (2010-2011)

Pay-TV Feature Usage (2010-2012)

Pay-TV vs. Netflix (Q1/12)

Pay-TV Re-connectors

Change of Pay-TV Service in the Past (Q1/12)

Re-Subscription to Pay-TV Service by Age (Q1/12)

Re-Subscription to Pay-TV Service by Income (Q1/12)

Top Reasons for Cancelling Pay-TV Package (Q1/12)

Reasons Pay-TV Re-connectors Cancelled Served by Age (Q1/12)

Primary Video Source When Not Using Pay-TV Service (Q1/12)

Cancelled for Internet Video: Primary Video Source When Not Using Pay-TV Service (Q1/12)

Satisfaction with Video Services When Not Using Pay-TV Service (Q1/12)

Pay-TV Provider After Re-Subscribing (Q1/12)

Factors Influencing Re-Subscription of TV Service (Q1/12)

Factors Influencing Re-Subscription of TV Service by Provider (Q1/12)

Cancelled for Internet Video: Factors Influencing Re-Subscription of TV Service (Q1/12)

Former Netflix Subscribers

Netflix Subscription (Q1/12)

Netflix Subscription and Cancellation by Age (Q1/12)

Top Reasons for Cancelling Netflix Subscription (Q1/12)

Top Reasons for Cancelling Netflix Subscription by Income (Q1/12)

Publish Date: 4Q 2012

Slides: 45


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

Published by Parks Associates
© October 2012 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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