The era of multi-screen TV delivery is upon us, having rapidly evolved from a "hot topic" to a legitimate and essential market strategy. That said, today's multiscreen or "TV Everywhere" (TVE) efforts are targeting only two screens, the TV and the PC. PayTV operators realized quickly that, in the age of Internet video, a ―TV Everywhere‖ (TVE) space was both an offensive and defensive necessity. TVE is a solid bet, so it is not surprising to see many PayTV operators actively implementing TVE-like strategies.
This report focuses on the what will be the first generation of TVE users - adult broadband subscribers interested in watching their favorite TV programs on their PC screen. Using our latest primary consumer data on consumer receptivity to a variety of multiscreen offerings, this report reveals price sensitivity, channel and content preferences, and a variety of specific features and applications.
Table of Contents
Key Findings
1 Overview
2 Identifying Optimal Early TVE Adopters
3 Sizing the TVE Market
4 TVE Revenue Opportunities
4.1 Generally
4.2 Optimals versus Enthusiasts
5 Profiling Adopter Segments
5.1.1 Gender
5.1.2 Age
5.1.3 Ethnicity
5.1.4 Active College Status
5.1.5 Annual Household Income
5.1.6 Marital Status
5.1.7 Residential Area
5.1.8 Number of Children Living in the Home
5.1.9 Number of Adults Living in the Home
5.1.10 Tech Adopter Status
6 Video Entertainment Preferences – Enthusiasts versus Optimals
6.1 Rankings of Key Video Entertainment Activities
6.2 Frequency of TV Viewing
6.3 PayTV Service Provider
List of Exhibits
Exhibit 1 – Survey Counts for Key Segments
Exhibit 2 – Relative Size of Initial TVE Segments
Exhibit 3 – Additional Monthly Expense for TVE Services
Exhibit 4 – Additional Monthly Fee for TVE Services by TVE Status
Exhibit 5 – Gender and TVE Status
Exhibit 6 – Age and TVE Status
Exhibit 7 – Ethnicity and TVE Status
Exhibit 8 – Full-Time College and TVE Status
Exhibit 9 – Annual Household Income and TVE Status
Exhibit 10 – Marital Status and TVE Status
Exhibit 11 – Residential Area and TVE Status
Exhibit 12 – Children per Household and TVE Status
Exhibit 13 – Adults per Household and TVE Status
Exhibit 14 – Tech Adopter Status and TVE Status
Exhibit 15 – Rankings of Key Video Activities by TVE Status
Exhibit 16 – Frequency of Weekly TV Viewing by TVE Status
Exhibit 17 – PayTV Service Provider and TVE Status