TDG: Proclivity to Downgrade Pay-TV Linked to Weekly OTT TV Time
New Report Finds Strong Correlation between Proclivity to
Downgrade Legacy Pay-TV Services and Use of Over-the-Top Television
Plano, TX (April 26, 2016) – According to new research from The Diffusion Group, those likely to downgrade their pay-TV service in the next six months are more dependent than others on over-the-top (OTT) streaming services like Netflix and Hulu.
As illustrated, among those moderately or highly likely to downgrade their pay-TV service in the next six months, 29% of their TV time is spent watching streaming sources, significantly more than those neutral or unlikely to downgrade. As noted above, the use of OTT TV increases in line with the proclivity to downgrade.
“The variety, reach, and personalization of OTT TV services continues to grow,” says Michael Greeson, TDG director of research. “While not yet a mainstream replacement threat, OTT TV is most certainly a key factor in downgrade considerations.”
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TDG provides actionable intelligence on the quantum shifts impacting consumer technology and media behavior. Since 2004, we’ve helped leading and emerging technology vendors, media companies, and service providers master the digital transformation and decipher how modern viewers access and engage video-whenever and wherever they may be. Learn more about how we can help improve your digital video strategies.