Product Category: Broadband Media
Price: $995
Release Date: Q1 2009
Authors: Michael Greeson
Pages: 41
Tables: 15
Figures:18

 
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Summary

Recent spikes in both online and mobile video consumption – driven primarily by hardware and software innovations which make “anywhere, anytime” video viewing possible and practical – have created an opportunity for service providers to offer an integrated three-screen video service.

In the end, though, the judgment as to the viability of three-screen video services is less about what is technologically or economically feasible for carriers and more about whether consumers will embrace (pay for) such an offering.  The purpose of this report is to share TDG’s latest primary consumer research related to this topic and to assess price sensitivity and preferences regarding such an offering.

The remainder of this report is dedicated to understanding those consumers likely to sign up for a three-screen video service; what makes them tick and how they may be different from those neutral or uninterested in such a service.


This research was drawn from the larger primary project, Video Across and Between Platforms: Testing the Three-Screen Hypothesis.

Table of Contents

    1.0    Introduction
            1.1    Preliminary Comments
            1.2    Methodology
    2.0    Appeal of a Three-Screen Video Service – TV, PC, and Mobile
            2.1    Explaining the Concept of Three-Screen Video Services
            2.2    Demand Proclivities at Various Price Points
                    2.2.1    $65/Month
                    2.2.2    $75/Month
                    2.2.3    $85/Month
                    2.2.4    $95/Month
                    2.2.4    $105/Month
            2.3    Top 3, Top 2, and Power Ranking Comparisons
            2.4    Extrapolating Users and Revenue per Price Point – a Thought Experiment
    3.0    Identifying and Profiling Three-Screen Intenders
            3.1    Sizing the Segment
            3.2    Profiling the Segment
                    3.2.1    Demographic Characteristics
                            3.2.1.1    Gender
                            3.2.1.2    Age
                            3.2.1.3    Ethnicity
                            3.2.1.4    Education
                            3.2.1.5    Annual Household Income
                            3.2.1.6    Marital Status
                            3.2.1.7    Residential Status
                            3.2.1.8    Presence of Children in the Home
                            3.2.1.9    Tech Adopter Status
                    3.2.2    Household Consumer Electronic Profile
                    3.2.3    Video Viewing Profile
                            3.2.3.1    TV Subscriptions and Viewership
                            3.2.3.2    Use of Internet TV and Video Services
                            3.2.3.3    Use of Mobile TV and Video Services
    4.0    Service Preferences among Three-Screen Intenders
            4.1    Preferred Provider
            4.2    Preferred Content
    5.0    Reflections and Recommendations



List of Tables
    Table 1    Likely Three-Screen Service Demand at Various Price Points
    Table 2    Likely Three-Screen Service Revenue at Various Price Points                
    Table 3    Hypothetical Subscribers and Revenue per Price Point            
    Table 4    Mean Purchase Proclivities X Age of Respondent
    Table 5    Mean Price Sensitivities X Age of Respondent
    Table 6    Mean Purchase Proclivities X Annual Household Income
    Table 7    Three-Screen Intenders: Household Consumer Electronics Profile
    Table 8    Three-Screen Intenders: Pay TV Service Provider
    Table 9    Three-Screen Intenders: Weekly TV Viewership
    Table 10  Three-Screen Intenders: Weekly Online Video Viewing
    Table 11  Three-Screen Intenders: Weekly Online TV Viewing
    Table 12  Three-Screen Intenders: Use of Mobile TV and Video Services
    Table 13  Current Pay TV Provider X Interest in 3-Screen Service
    Table 14  Current Pay TV Provider X Preferred Three-Screen Provider
    Table 15  Preferred Video Content for Three-Screen Viewing


List of Figures
    Figure 1    Top 3, Top 2, & Power Ranking™ Comparisons among Three-Screen Pricing
    Figure 2    Proclivity to Sign Up for a Three-Screen Video Service at $65/Month
    Figure 3    Proclivity to Sign Up for a Three-Screen Service at $75/Month
    Figure 4    Proclivity to Sign Up for a Three-Screen Service at $85/Month
    Figure 5    Proclivity to Sign Up for a Three-Screen Service at $95/Month
    Figure 6    Proclivity to Sign Up for a Three-Screen Service at $105/Month
    Figure 7    Top 3, Top 2 and Power Ranking Comparisons among Three-Screen Pricing
    Figure 8    Sizing the Segment of Three-Screen Intenders
    Figure 9    Three-Screen Intenders: Gender
    Figure 10   Three-Screen Intenders: Age
    Figure 11   Three-Screen Intenders: Ethnicity
    Figure 12   Three-Screen Intenders: Education Level
    Figure 13   Three-Screen Intenders: Annual Household Income
    Figure 14   Three-Screen Intenders: Marital Status
    Figure 15   Three-Screen Intender: Residential Status
    Figure 16   Three-Screen Intenders: Presence of Children in the Home
    Figure 17   Three-Screen Intenders: Tech Adopter Status
    Figure 18   Preferred Provider for Three-Screen Video Services