Pay TV: Perception, Adoption, and Retention

In today’s highly competitive market, brand and service perception can significantly affect consumers’ selection of a provider and willingness to stay with that provider. This primary research examines the adoption, switching, and canceling in pay TV, perception of pay-TV services and features, and interest in options to incent subscribers to retain their service. The study contrasts traditional pay-TV services and vMVPD services and examines how each sector is acquiring, engaging, and retaining subscribers during the extremely challenging times brought on by the COVID-19 crisis.

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Download Table of Contents (PDF)

Executive Summary

Industry Insight

Entertainment Video Service Ecosystem

Pay-TV & OTT Service Subscriptions

Pay-TV Subscribers with OTT Subscription Services

NPS by Pay-TV Service Type (2018 - 2020)

Stand-alone vs Bundled Broadband Service Net Promotor Scores (NPS, 2018 - 2020)

Pay-TV Service Features Received

Appeal of Potential New Features

TV Service NPS by Impact of Set-Top Box or Steaming Media Player

High Intention to Make Changes to Pay-TV Plans

Likelihood of Pay-TV Cancellation if Less New Content This Year due to COVID-19

Adoption & Perception of Pay-TV Services

Pay TV & OTT Service Subscriptions

Pay-TV Subscribers with OTT Subscription Services

Top Traditional Pay-TV Providers Among Subscribers

Pay-TV Adoption by Service Type (2019-2020)

Online Pay-TV Service Adoption

Adoption of Online Pay-TV Services from Newcomers vs. Traditional Players

NPS by Pay-TV Service Type (2018 - 2020)

NPS of Top Providers

Changes to Standalone and Bundling Among Subscribers

Adoption of Bundles and Standalone Services

Home Service ARPU (2010 - 2020)

ARPU of Home Bundled Services

Trends in Home Service Subscription

NPS of Pay-TV: Stand-alone vs. Bundled Service (2018 - 2020)

Set-Top Box Adoption

Set-Top Box Adoption

Streaming Media Player Adoption

Xfinity Flex Streaming Box/Cox Contour Steam Player Adoption

Adoption of Set-Top Boxes with OTT Video Support Among Subscribers to Top Pay-TV Providers

TV Service NPS by Impact of Set-Top Box or Steaming Media Player

Primary Streaming Devices for Most Used TV

Primary Streaming Device for Second Most Used TV

Primary Device for Streaming Online Videos Among TV Owners

Primary Streaming Devices - Connected TV Products

Frequency of Using Connected TV Products

Time Spent on Entertainment Activities via Primary Streaming Video Product

Average Weekly Hours Spent on Primary Streaming Video Product

Adoption of Pay-TV Service Features   

Video Packages Adoption

Pay-TV Service Features Received

Monthly Usage of Pay-TV Features and Packages

Frequency of Using Video Package

Frequency of Using Pay-TV Service Features

Appeal of Potential New Features

Satisfaction with Traditional Pay-TV Service Providers

Value of Specific TV Features

Intentions and the Effects of COVID-19

Services Used During COVID-19 Crisis

Intention to Use Services After COVID-19

Changes Made to Pay-TV Service Over 12 Months Prior to Survey

Reasons for Switching from Online Pay-TV Service to Traditional Pay-TV Service

Reasons for Switching from Traditional  Pay-TV Service to Online Pay-TV Service

Expected Entertainment Spending During 2020 Holidays

Likelihood of Making Changes to Pay-TV Plans

High Intention to Make Changes to Pay-TV Plans

High Intention to Churn By Online Services

Likelihood of Pay-TV Cancellation if Less New Content This Year due to COVID-19

Importance of Live Sporting Events to Keep TV Service 

Preferred Method to Watch New Movies

Publish Date: 1Q 2021

Slides: 65


Authored By:
Kristen Hanich - Senior Analyst
Yilan Jiang - Director
Xiaofan Tan - Consumer Insights Analyst I

Published by Parks Associates
© January 2021 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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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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