Optimizing the Channel Package

Providers are experimenting with a variety of channel packages and service bundles in attempt to reduce the subscriber losses. Pay-TV and OTT providers, content producers, owners, and distributors all want to understand which content packages will generate greater subscriptions rates and reliable reoccurring revenue streams. This research examines subscribers viewing habits, preferences, interests, and perceptions regarding their providers and channel packages, comparing perceptions among various consumer groups.

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Consumer Analytics: Entertainment Content Track

  • Survey Methodology
  • Defining Heads of Broadband Households
  • Definitions and Abbreviations
  • Pay-TV Service Definitions

Executive Summary and Recommendations

  • Industry Insight
  • Video Services Market
  • Key Findings and Market Impact
  • Optimization Recommendations

Pay-TV Market Overview

  • Pay-TV Service Subscribers (Q1/20)
  • Pay-TV Service Subscriptions (2011 - 2020)
  • Penetration of Traditional vs. OTT Video Services (2018 - 2020)
  • Average NPS Score: Traditional Pay-TV vs. Online Pay-TV Service (Q1/20)
  • NPS of Traditional Pay-TV Service Providers (Q1/20)
  • NPS Score of Online Pay-TV Service Providers (Q1/20)
  • NPS of OTT Service Providers (Q1/20)

Pay-TV Service Features

  • Pay-TV Service Features (Q1/20)
  • Online Pay-TV Service Features by Providers (Q1/20)
  • Traditional Pay-TV Service Features by Providers (Q1/20)
  • Pay-TV Service Features by Household Income (Q1/20)

 

Pay-TV Service Feature Preferences

  • Attitudes Toward Pay-TV Service Features (Q1/20)
  • Pay-TV Service Features Ratings by Service Type (Q1/20)
  • Pay-TV Service Features Ratings by Online Pay-TV Service (Q1/20)
  • Pay-TV Service Features Ratings by Traditional Pay-TV Service Providers (Q1/20)
  • Pay-TV Service Features Ratings by Household with Children (Q1/20)

Pay-TV Channel Preferences

  • Most Enjoyable Pay-TV Channels/Programs (Q1/20)
  • Most Enjoyable Pay-TV Channels/Programs by Service Type (Q1/20)
  • Most Enjoyable Pay-TV Channels/Programs by Age Groups (Q1/20)
  • Demographics for Top 5 "Most Enjoyed" Pay-TV Channels by Top 3 Combined

Pay-TV Service Channel Package Preference

  • Difficulty in Giving Up Channel Types in a Pay-TV Package (Q1/20)
  • A Comparison of Difficulty in Giving Up Channel Types in 2020 vs. 2016
  • Most Difficulty to Give Up Channel Types by Pay-TV Service Type (Q1/20)
  • Top 6 Most Difficult to Give Up Channel Types by Traditional Pay-TV Service Providers (Q1/20)
  • Top 6 Most Difficult to Give Up Channel Types by Online Pay-TV Service (Q1/20)
  • Most Difficult to Give Up Channel Types by Household with Children (Q1/20)

Optimized Channel Packages

  • Pay-TV Service Subscribers (Q1/20)
  • Optimal Combination of 5 Most Enjoyed Channels/Programs (Q1/20)
  • Most Desired Channels: Most Enjoyed vs. Difficult to Give Up
  • Most Enjoyable & Very Difficult to Give Up Channel Types (Q1/20)

Appendix

  • TURF Analysis

Publish Date: 3Q 2020

Slides: 57


Authored By:
David Drury - Research Director
Yilan Jiang - Director
Xiaofan Tan - Consumer Insights Analyst I

Published by Parks Associates
© July 2020 Parks Associates

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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