Various pieces of research – such as this one – have suggested that consumers who stream video do so to complement their traditional TV viewing, rather than entirely replace it. Now, a new study [pdf] from Ericsson ConsumerLab adds to the body of research about the behaviors of different segments of video viewers, finding that in general, consumers who don’t pay for managed TV spend less time overall watching video.
The survey was fielded across 20 countries with more than 20,000 weekly viewers of video/TV who have broadband at home. Of note, respondents were aged 16-59; this is important as, at least in the US, older consumers are the heaviest traditional TV viewers.
That’s not the case in this latest report, though. In divvying up respondents by managed TV spending and age group, the study reveals that Millennials (aged 16-34) self-reported spending more time watching video each week than older respondents (35-59), regardless of their managed TV spending.
Another result emerged from the study: regardless of age, respondents who pay for managed TV self-reported spending more time each week watching video than those who had cut the cord or never subscribed.
On the surface, that makes sense: voracious video consumers are probably more likely to consider subscribing to both pay-TV and subscription video-on-demand (SVOD) services than others. For “cord-nevers” (those who have never paid for managed TV), the report notes that “the focus is not on getting more content to consume, but rather having the means of accessing quality content when they have time to spend watching TV and video.”
In fact, the study also reveals that in comparison with managed TV consumers, cord-nevers spend less time viewing downloaded or streamed on-demand series, movies and other programs.
For these light video viewers, then, there’s not a compelling reason for signing up to pay-TV services, and only 16% believe that they will in the future. (Another 34% don’t know.) So while the need to save money is the leading reason cited in the study for cord-cutting, dissatisfaction with pay-TV’s value or affordability aren’t key reasons for not paying for a managed TV service. Instead, the top factor (cited by 58%) cord-nevers give for avoiding a pay-TV service is simply that they have not felt the need to sign up. Also of interest: just 15% said that they haven’t signed up for a pay-TV service because they get all the content they need from other services (such as Netflix and YouTube).
The study contains other interesting results regarding the shift in the ways in which TV is consumed:
About the Data: The survey was fielded in the following countries: Brazil; Canada; China; Colombia; France; Germany; Greece; Ireland; Italy; Mexico; Portugal; Russia; Spain; South Korea; Sweden; Taiwan; Turkey; UK; Ukraine; and the US.
Topics: Alternative Connected Devices, Boomers & Older, Connected Device Comparisons, Mobile Phone, Pay-TV & Cord-Cutting, Tablet, Television, Traditional, TV Audiences & Consumption, Video, Youth & Gen X
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