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PwC-Pay-TV-Package-Preferences-by-Age-Group-Sept2013American adults are more likely to prefer an “a la carte” (44%) or more individually customized (29%) pay-TV package than the entire “full package” of programming (14%), according to [download page] new survey results from PricewaterhouseCoopers (PwC). That makes sense, given recent research indicating that most TV viewers stick to a maximum of 10 channels. Interestingly, though, the PwC survey finds that preference for “a la carte” packages is lower among young Americans (the most prone to cord-cutting), who are the most likely to favor the full programming package.

While TV viewers may stick to just a few channels, a majority 65% of those who are interested in a customized or “a la carte” package would like to access more than 10 channels to put together such a package. Respondents indicated that they would be most likely to purchase basic (69%) and premium (67%) cable channels as part of their custom package, with sports (59%) and lifestyle (56%) channels also popular choices.

Asked which of a number of pay-TV packages they currently subscribe to, 70% of respondents cited cable (77% among 18-24-year-olds), with 41% saying they’re Netflix subscribers (56% among 18-24-year-olds). Netflix’s move into original programming may lead to an increase in subscribers: 63% of respondents said that original programming is very (23%) or somewhat (40%) important in influencing their interest in subscribing to a particular service.

About the Data: The data is based on a survey of 1,008 18-59-year-olds conducted in June 2013.

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