With the introduction of Internet video (and online TV in particular), today’s broadband user has a wide variety of options by which to access their favorite programs. Some view these new video sources as supplements to incumbent PayTV services and thus not a direct threat. Others view their use as dilutive to “TV time,” both in terms of the amount of time spent watching TV and in terms of consumer willingness to subscribe to cable, satellite, or IPTV services.
Drawing from a December 2009 survey of more than 2,000 adult broadband users residing in the continental United States, this report highlights new TDG research contrasting the characteristics of broadband users that subscribe to PayTV services (Pros) and those that do not (Nons).
Table of Contents
Key Findings
1 Prologue
2 Technology Profile
2.1 Residential Broadband Service
2.2 Consumer Electronic Profile
2.2.1 CE Devices Used in the Home
2.2.2 Proclivity to Purchase a Stand-Alone Blu-ray Player
2.2.3 Game Console Diffusion
2.3 PC Ownership
2.4 Home Network Ownership
2.4.1 Familiarity with and Use of Home Networks
2.4.2 Primary Use of Home Networks
2.5 Portable Device Ownership
2.5.1 Portable Game Consoles
2.5.2 Portable Multimedia Devices (Video-Enabled)
2.5.3 Portable Media Players (Non-Video)
2.5.4 Portable DVD Players
2.5.5 Portable Blu-ray Players
2.5.6 e-Readers
2.5.7 Non-Portable CE Households
2.6 Mobile Phone Ownership
2.6.1 By Household
2.6.2 By Adult Broadband User
3 Video Viewing
3.1 Value of Various Video Viewing Experiences
3.2 TV Viewing Behavior
3.2.1 Weekly TV Viewing Behavior
3.2.2 "Normal" Viewing Habits of Initial Broadcast TV Programs
3.2.3 DVD Purchases
3.2.4 DVD Rentals
3.3 Online DVD Rental Services
3.3.1 Use of Online DVD Rental Services
3.3.2 Use of Netflix Streaming Service
3.3.3 Perceived Value of Netflix Streaming Service
3.3.4 Value of Adding Newer Titles to Netflix Streaming
3.4 Online Video Viewing Behavior
3.4.1 Online Video Viewing Frequency
3.4.2 Platforms Used to View Online Video
3.4.3 Types of Online Video Viewed
3.4.4 Online TV Viewing
3.4.5 Impact of Online TV Viewing on Regular TV Viewing
4 Demographic Profile
4.1 Age
4.2 Gender
4.3 Ethnicity
4.4 Education & College Status
4.5 Annual Household Income
4.6 Marital Status
4.7 Residential Area
4.8 Children Living in the Home
4.9 Adults Living in the Home
4.10 Tech Adopter Status
Copyright Notice
Research Disclaimer
List of Tables
Table 1 Media Platforms Connected to the Home Network
Table 2 Percent of Online Video Viewing Enjoyed on Various Platforms
Table 3 PayTV Status by Age Segment
Table 4 Age among Nons and Importance of Various Video Activities
Table 5 Weekly TV and Online Video Viewing among Nons by Age
List of Figures
Figure 1 Residential Broadband Service
Figure 2 CE Devices Used in the Home
Figure 3 Blu-ray Player Purchase Proclivities
Figure 4 Net-Gen Game Console Ownership
Figure 5 Console Connect Rate
Figure 6 PCs Used in Household
Figure 7 Familiarity with and Use of Home Networks
Figure 8 Data versus Media Sharing Home Network Use
Figure 9 Number of Portable Game Consoles per Household
Figure 10 Number of Portable Video-Enabled Multimedia Players per Household
Figure 11 Number of Portable Non-Video Media Players per Household
Figure 12 Number of Portable DVD Players per Household
Figure 13 Number of Portable Blu-ray Players per Household
Figure 14 Number of e-Readers per Household
Figure 15 Homes that Do Not Own Portable CE
Figure 16 Number of Traditional Mobile Phones per Household
Figure 17 Number of High-End Non-3G Mobile Handsets per Home
Figure 18 Number of Business Smartphones per Home, Excluding iPhones
Figure 19 Number of iPhones per Household
Figure 20 Homes that Do Not Own a Mobile Phone
Figure 21 Mobile Phones in Use among Adult Broadband Subscribers
Figure 22 Video Viewing Preferences
Figure 23 Number of Hours Spent Viewing TV Each Week
Figure 24 Dominant Viewing Behavior of Initial Broadcasts of TV Programs
Figure 25 Number of DVDs Purchased per Year
Figure 26 Number of DVD Rentals per Year
Figure 27 Use of Online DVD-by-Mail Rental Services
Figure 28 Familiarity with and Use of Netflix Streaming Service
Figure 29 Perceived Value of Netflix Streaming Service
Figure 30 Value of Adding New Movie Titles to Netflix Streaming
Figure 31 Frequency of Viewing Online Video
Figure 32 Genres of Online Video Viewing
Figure 33 Frequency of Viewing Online TV Programs
Figure 34 Impact of Online TV Viewing on Regular TV Viewing
Figure 35 PayTV Status and Age
Figure 36 PayTV Status by Gender
Figure 37 PayTV Status and Ethnicity
Figure 38 PayTV Status and Education Level
Figure 39 PayTV Status and Full-Time College Status
Figure 40 PayTV Status and Annual Household Income
Figure 41 PayTV Status and Marital Status
Figure 42 PayTV Status and Residential Area
Figure 43 PayTV Status and Number of Children Living in the Home
Figure 44 PayTV Status and Number of Adults Living in the Home
Figure 45 Tech Adopter Status among Adult Broadband Users