Majority of Pay TV Customers Would Switch ProvidersFebruary 3, 2010
NEWTON CENTRE, MASS.: It’s not too surprising that two-thirds of
American pay television subscribers would switch providers for a 20-percent
discount. The figures comes via research by the folks at Strategy Analytics.
Strategy says cable customers reported a higher willingness to move than
telcoTV customers. While it didn’t indicate why--Strategy was launched by a
phone exec--one reason could very well be that telcoTV/IPTV provision is still
relatively new. All the same, 33 percent of those customers said they’d jump
ship for a 20 percent discount.
A total of 856 pay TV subscribers were surveyed. Around 70 percent reported
being either “somewhat” or “very” satisfied with their current service, though
there was disparity among platform types. Telco/IPTV received a 95 percent
approval rating, while satellite received 78 percent and cable, 67 percent.
Only 22 percent of respondents felt they were getting “value for money”
exceeding their expectations.
“The value-for-money result was perhaps the most important finding of this
study,” said Ben Piper, director of the Strategy Analytics Multiplay Market
Dynamics service. “It underscores a trend we have been seeing for the past 18
months: a growing number of customers are beginning to question the value of a
“traditional” pay TV subscription in light of expanded “over-the-top”
offerings, such as Hulu and Netflix.”
| COMMENTS (1) | | 02/03/2010 | | I recently jumped ship and cut my $70 cable TV bill altogether. Digital TV broadcasts and a subion to NetFlix is a fine substitute for Cable TV. I've been blogging about the experience at:
www.cheaper-tv.com |
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