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.
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
Published by Parks Associates
© January 2014 Parks Associates
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Printed in the United States of America.
Disclaimer
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.
