Consumer Segmentation: Selling Premium TV Services

Consumer Segmentation: Selling Premium TV Services analyzes the demand for pay-TV features including TV Everywhere, remote access to DVR content, and personalized recommendations. It quantifies the percentage of subscribers desiring features they do not currently have, the inhibitors to feature-adoption, and the percentages of subscribers who consider each feature to be a “must have” for a pay-TV service. Finally, the report segments the market for pay-TV services and identifies which segments are most likely to adopt additional features.

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About the Research

Previous Research

Key Findings

Recommendations

Pay-TV Service Subscription (2011 – 2013)

Average Monthly Cost of Home Services (2010 – 2013)

Monthly Cost of Bundled Home Services (2011 – 2013)

Pay-TV Feature Adoption (2012 – 2013)

Premium Movie Channel Subscription (Q1/13)

Pay-TV Feature Usage (2010 – 2013)

Monthly use of Pay-TV Features by Age (Q2/13)

Pay-TV Subscription Trends (2010 – 2013)

Demand for Pay-TV Features

Desired Pay-TV Features (Q4/13)

Number of Desired Features (Q4/13)

Desired Pay-TV Features by Age (Q4/13)

Age Breakdown of Those Desiring Pay-TV (Q4/13)

Desired Features by Pay-TV Operator (Q4/13)

Number of Desired Features by Pay-TV Operator (Q4/13)

“Must Have” Pay-TV Features (Q4/13)

“Must Have” Features by Pay-TV Operator (Q4/13)

Number of “Must Have” Pay-TV Features (Q4/13)

Number of “Must Have” Features by Pay-TV Operator (Q4/13)

Demand for Pay-TV Features & Subscription OTT Services

Number of Desired Pay-TV Features by Netflix Subscription (Q4/13)

Desired Pay-TV Features by Netflix Subscription (Q4/13)

Desired Pay-TV Features by Hulu Plus Subscription (Q4/13)

Desired Pay-TV Features by Amazon Instant Video Subscription (Q4/13)

Inhibitors to Pay-TV Feature Adoption

Reason for Not Subscribing to Pay-TV Feature (Q4/13)

Reason for Not Subscribing to Pay-TV Feature: Awareness vs. Cost (Q4/13)

Lack of Familiarity with Pay-TV Features by Age (Q4/13)

Lack of Availability of Pay-TV Feature by Age (Q4/13)

Segmentation: Big Video Spenders

Annual Amount Spent on Movies & TV (Q3/13)

Annual Household Expenditures (Q3/13)

Big Video Spenders by Income and Minors in the Home (Q3/13)

Video Spending Tier Demographics (Q3/13)

Avg. Spending on packages by Annual Household Expenditures (Q3/13)

Pay-TV Feature Adoption by Annual HH Expenditure (Q3/13)

Subscription Online Video Service Adoption by annual Household Expenditures (Q3/13)

Avg. Expenditure on TV & Movies by Annual Household Expenditures (Q3/13)

Breakdown of Avg. Expenditure on TV & Movies by Annual Household Expenditures (Q3/13)

Share of Average Expenditure by Spending Tier (Q3/13)

Summary of Video Spender Groups

Demand for Pay-TV Features by Segment

Desired Pay-TV Features by spending Tier (Q4/13)

Lower-Middle Video Spenders: Reason for Not Subscribing to Pay-TV Feature: Awareness vs. Cost (Q4/13)

Lower-Middle Video Spenders: Reason for Not Subscribing to Pay-TV Features (Q4/13)

Low Video Spenders: Reason for Not Subscribing to Pay-TV Feature: Awareness vs. cost (Q4/13)

Number of Desired Pay-TV Features by Spending Tier (Q4/13)

Pay-TV “Must Haves “ by Spending Tier (Q4/13)

Number of “Must Have” Pay-TV Features by Spending Tier (Q4/13)

Breakdown of Spending Tiers by Pay-TV Operator (Q3/13)

Additional Research from Parks Associates

Publish Date: 4Q 2013

Slides: 74


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

Published by Parks Associates
© January 2014 Parks Associates | Dallas, Texas 75248

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