Testing Price & Brand of Broadband TV Services
Author: Michael Greeson, President
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To date, over-the-top (OTT) TV offerings have primarily played a supplementary role in the TV experiences of US consumers. In the next few years, however, that will change. In fact, Intel is set to introduce its replacement-oriented OTT TV service in fall 2013, with other deep-pocketed brands like Apple, Google, and Microsoft due to follow.
This report discusses recent TDG research regarding the likelihood that adult broadband users (ABUs) would sign up for a compelling OTT TV service as a replacement for their traditional pay-TV service if the price is right. As well, it examines the impact that particular brands of virtual operators might have on these proclivities.
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