‘Delayers’ complicate pay-TV picture:
http://www.satsupreme.com/showthread.php/264195-‘Delayers’-complicate-pay-TV-picture?goto=newpost via SatSupreme.com - Satellite TV - Daily Satellite TV News
via Tumblr http://kiwieurope.tumblr.com/post/59118547274
Joseph O’Halloran | 23-08-2013
Late Millennials who move into their first non-college residence are equally likely to sign up immediately for cable, satellite, or telco-TV services as they are to delay or forgo new research from TDG has found.
According to Late Millennials: A Study in Media Behaviour , these 18-24 year olds form a key TV demographic: more than half signing up for an MVPD video service the moment they move into their first non-college residence. Nearly two-fifths (38%) signed at some point before turning 24 and 11% decided to forgo these services altogether.
Commented TDG president and principal analyst Michael Greeson: “By the time they turn 24, 89% of Late Millennials living on their own subscribe to a traditional pay-TV service, which is about the average penetration of incumbent pay-TV across all broadband households. This is good news for both services providers and networks. Whether they maintain that subscription over time, and for how long, is another question. A number of statistical indicators suggest younger consumers are leaning away from incumbent pay-TV as a default home TV choice, instead turning to alternate TV sources or viewing online video on non-television platforms.”
The analyst also challenged the norm that MVPDs have banked on the fact that once these people land a decent job, marry, have children, and move up the career ladder they will sign up for TV. Indeed Greeson warned that this new demographic may change their attitude regarding the worth and necessity of traditional pay-TV services.
"In the next five years, growing competition from virtual operators will test incumbents’ longstanding position as the default home TV service. Greater choice means consumers will have little patience for on-going price increases that do not significantly expand service benefits," Greeson noted. One such price increase would be that demanded by CBS in its dispute with Time Warner Cable.
Late Millennials who move into their first non-college residence are equally likely to sign up immediately for cable, satellite, or telco-TV services as they are to delay or forgo new research from TDG has found.
According to Late Millennials: A Study in Media Behaviour , these 18-24 year olds form a key TV demographic: more than half signing up for an MVPD video service the moment they move into their first non-college residence. Nearly two-fifths (38%) signed at some point before turning 24 and 11% decided to forgo these services altogether.
Commented TDG president and principal analyst Michael Greeson: “By the time they turn 24, 89% of Late Millennials living on their own subscribe to a traditional pay-TV service, which is about the average penetration of incumbent pay-TV across all broadband households. This is good news for both services providers and networks. Whether they maintain that subscription over time, and for how long, is another question. A number of statistical indicators suggest younger consumers are leaning away from incumbent pay-TV as a default home TV choice, instead turning to alternate TV sources or viewing online video on non-television platforms.”
The analyst also challenged the norm that MVPDs have banked on the fact that once these people land a decent job, marry, have children, and move up the career ladder they will sign up for TV. Indeed Greeson warned that this new demographic may change their attitude regarding the worth and necessity of traditional pay-TV services.
"In the next five years, growing competition from virtual operators will test incumbents’ longstanding position as the default home TV service. Greater choice means consumers will have little patience for on-going price increases that do not significantly expand service benefits," Greeson noted. One such price increase would be that demanded by CBS in its dispute with Time Warner Cable.
http://www.satsupreme.com/showthread.php/264195-‘Delayers’-complicate-pay-TV-picture?goto=newpost via SatSupreme.com - Satellite TV - Daily Satellite TV News
via Tumblr http://kiwieurope.tumblr.com/post/59118547274
No comments:
Post a Comment