Pay-TV providers suffer from notoriously low customer satisfaction levels, and many Americans believe pay-TV is overpriced. New data from The Diffusion Group and iStreamPlanet indicates that the pay-TV value proposition could be significantly enhanced by the provision of live linear access to TV channels and programs on connected devices. Among adult pay-TV subscribers who also use a home broadband service, more than 8 in 10 feel that the ability to view live TV channels and programs on any net-connected device would be valuable.
Specifically, on a 7-point scale of value, a plurality 39.8% of respondents rated the value of such live linear access a 7, with a further 24.3% rating it a 6 and 19.4% a 5. Only 2% said such a service would have no value to them whatsoever (a score of 1).
The results come on the heels of a survey indicating that the vast majority of mobile video viewers in the US would welcome the opportunity to watch their favorite TV shows and movies on their phones.
The researchers note that for now, such live offerings are limited in scope and scale. But with subscribers attaching increasing value to their pay-TV services alongside the number of screens they can use, the body of research reveals a significant appetite for live linear services among subscribers.
About the Data: The TDG data is based on a survey of 948 adult broadband users who are pay-TV subscribers.