Ovum's Digital Consumer Insights 2018 survey sampled 6,211 consumers in December 2018 across six markets: Australia, Brazil, China, Germany, the UK, and the US. This report analyzes the results from the survey, highlighting adoption trends and attitudes relating to pay-TV services.
- There is a gradual downward shift in the make-up of pay-TV subscriber bases. Customers in most markets – particularly those that are mature or have stopped growing – are gravitating further toward the middle and lower end of the service package structure, with a diminishing proportion of the base subscribing to the more expensive tiers.
Features and Benefits
- Explore how to better cater for audiences by observing their preferences and expectations of how a TV service should look with regard to content, features, and functionality.
- Foster the development of relevant video entertainment products and services via detailed insights into preferred means of accessing and consuming OTT video services.
- Inform the targeting of TV/video products and services to cater for increasingly distinct and specific customer segments.
Key questions answered
- What types of service features are of interest to different segments of pay-TV customers?
- What do audiences want from their TV service, and what can we do to better address their needs and expectations?
- Which features are likely to keep customers loyal to their existing provider?
- Which features will persuade customers to upgrade to a higher-value service package?
- How can pay-TV operators use their understanding of pay-TV and OTT video consumers to improve service and product development strategies?
Table of contents
Download 1: Digital Consumer Insights 2018 Analysis: Pay-TV Services