How much would consumers pay for alternative pay-TV packages that combine basic service with streaming options from Netflix and from HBO (which recently announced that it will launch a standalone OTT service)? The good news for pay-TV providers, according to survey results from Centris Marketing Science, is that consumers seem willing to pay extra to add OTT to a basic internet + pay-TV package. The bad news, though, is that they'd expect this bundle to come at a significant discount. More interesting data points for the weekend follow. Read more »
Business leaders are generally optimistic about the direction their marketing budgets will take next year, according to a StrongView survey [pdf]. Indeed, 54% expect their budgets to grow next year (up from 46% in last year's survey), with one-third of those forecasting budget growth of at least 10%. So which channels are slated for increases - and which will see budget cuts? Read more »
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Source: PricewaterhouseCoopers (PwC) [pdf] Notes: Pay-TV, it seems, is no longer enough: roughly two-thirds of pay-TV subscribers between the ages of 18-49 also have Netflix subscriptions, according to a recent PwC survey, which notes that Netflix penetration among pay-TV subscribers isn't confined to youth. In fact, almost 6 in 10 subscribers aged 50-59 double as Netflix subscribers, triple the share from last year. Overall, 65% of pay-TV subscribers surveyed have Netflix and 32% Amazon Prime, up from 41% and 18% last year, respectively. Read more »
Source: Shullman Research Center
Source: Ipsos MediaCT
Source: Regalix [download page]
Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.
Affluents represent a growing segment of the US population, both in number and in purchasing power. As a focal point for many marketers - not just in the luxury vertical - this group's media habits deserve scrutiny. In a new MarketingCharts Debrief, Media Habits of the Affluent, we take a closer look at the legacy channels that have staying power with affluents and those most ripe for displacement by digital media. Read more »
The latest TV viewing figures are in, and with almost 4 years' worth of data to examine, it's possible to see some real trends emerging in Americans' TV viewing habits. The short of it? Yes, youth as a whole are watching less TV - and it might be time to rename this article "How Much Less TV Are Young People Watching?" Indeed, as the data in the Q3 total audience report (previously cross-platform report) [download page] from Nielsen attests, the drop-off in viewing by the 18-24 demo continues to intensify. Read more »