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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


  • Introduction
  • Download 1: Digital Consumer Insights 2018 Analysis: Pay-TV Services