Perception of vMVPDs/Online Pay-TV Services

The rise of online pay-TV services (e.g., Sling TV, DIRECTV NOW, PlayStation Vue, Hulu with Live TV, YouTube TV and others) is changing the way that pay-TV services are perceived and offered. This study measures the perception of online skinny bundle and tiered pay-TV offerings among consumers, including current subscribers and pay-TV service cancellers. The study examines intent to switch from traditional pay TV as well as the winners and losers among traditional pay-TV providers.

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Pay-TV Penetration and Growth Rates

Pay-TV Service Subscriptions (2011 - 2018)

Online Pay-TV Service Adoption (2017 - 2018)

vMVPD Service Subscription (2016 - 2018)

Changes Made to Pay-TV Service over the Past 12 Months (Q1/18)

Demographic Breakdown: Traditional Pay-TV vs. Online Pay-TV Households

Age Breakdown of Online vs. Traditional Pay-TV HHs (Q1/18)

Household Income Breakdown of Online vs. Traditional Pay-TV HHs (Q1/18)

Children at Home by Online vs. Traditional Pay-TV HHs (Q1/18)

Education Level Breakdown of Online vs. Traditional Pay-TV HHs (Q1/18)

Language Spoken by Online vs. Traditional Pay-TV HHs (Q1/18)

Technology Adoption Breakdown of Online vs. Traditional Pay-TV HHs (Q1/18)

Most Commonly Used Connected CE Device by Pay-TV HHs (Q1/18)

Video Consumption on Specific Device (Q1/18)

Consumer Attitude (Q1/18)

Premium Movie Channels as Part of Pay-TV Service (Q1/18)

Regular Live Channel Users (Q1/18)

Online Pay-TV Purchasing Intentions

Likelihood of Subscribing for Online Pay-TV Service Over the Next 12 Months (Q1/18)

Online Pay-TV Intenders vs. Subscribers by Demographics (Q1/18)

Reasons for Interest in Online Pay-TV Service (Q1/18)

Consequence of Subscribing to Online Pay-TV Service (Q1/18)

Intention to Replace Traditional Pay-TV Service with Online Pay-TV Service by Current Provider (Q1/18)

Online Pay-TV Perceptions and Satisfaction Ratings

Overall Online Pay-TV Service Quality (Q1/18)

Satisfaction with Online Pay-TV Service (Q1/18)

Online Pay-TV Service Quality by Top 5 Services (Q1/18)

Online Pay-TV Service Quality by Service, Contd. (Q1/18)

Net Promoter Score: Online Pay-TV Services (Q1/18)

Net Promoter Score of Home Video Services (Q1/18)

NPS of Online Pay-TV Service Among Those Who are Not Satisfied (Q1/18)

Online Pay-TV Churn, Cancellation, and Consumer Loyalty

Likelihood of Cancelling Online Pay-TV for a More Expensive Option (Q1/18)

Likelihood of Cancelling Online Pay-TV Service by NPS Groups (Q1/18)

Video Services: Annual Cancellations as % of Current Subscriber Base (Q1/18)

Video Services: Least Want to Give Up (Q1/18)

Publish Date: 4Q 2018

Slides: 53

Authored By:
Hunter Sappington - Research Analyst
Yilan Jiang - Senior Director of Consumer Analytics

Published by Parks Associates
© October 2018

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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