released a preview of results from the annual Heavy Reading State of the Video Consumer Survey
. Complete findings from the 2012 survey will be presented at the TelcoTV Conference and Expo taking place October 24 to 26, 2012 at the Las Vegas Hotel, Nevada. Aditya Kishore, Senior Analyst, Heavy Reading will present the findings during his keynote address on Wednesday, October 24, 2012.
Heavy Reading’s highly anticipated State of the Video Consumer Survey, now in its fifth year, is an annual report that reveals consumer opinions about video consumption across device platforms, provider perceptions and satisfaction levels with video services. In years past, it has proven to be a valuable planning tool for any organization serving the video distribution marketplace.
Highlights of the 2012 survey include:
- 12% were willing to pay up to $10/month for a premium video tier; another 26% would pay $5
- 16% would pay for a boost button @$1 per use
- 31% would pay for white listed site which would always offer high QoE @$1/site/month.
Other key findings:
- Cost sensitivity remains very high, consistent with previous years since 2008
- Satisfaction is comparatively high for most service attributes and more than 40% of subscribers are staying with their pay TV providers for five years or more
- But ISPs are in a sensitive position with regard to subscribers’ Over-the-Top experience: More than 1 in 8 would definitely switch providers for a better online video experience
- Interest continues to be fairly high for various multiscreen/connected services; although mobile video and videoconferencing ranked lower than other options
- Nearly 10% fewer respondents said that PayTV and OTT services were not competitive compared with last year – a notable shift, although not in itself suggestive of sudden imminent changes in the pay TV landscape.
“The findings from this survey illustrate that there is a willingness by consumers to pay for flexible models for premium video delivery services. In fact, there is more interest in these models for in-home usage rather than mobile,” says Kishore, a 15-year veteran of the consumer media industry. “It’s fitting that a key theme at this year’s TelcoTV is profitable services, as the survey results reinforce the opportunity for broadband network service providers to generate revenue through premium video delivery services.”
The State of the Video Consumer Survey presents findings from an online survey conducted by Heavy Reading to gauge consumers' overall attitudes for video services, as well as their perceptions of service quality and value. The survey offers an informal view of how the consumer market is likely to develop, focusing on the services most relevant to the TelcoTV audience. These include key emerging issues for service providers such as in-home video distribution, remote content access and portability, and video communications.
Kishore’s TelcoTV presentation will provide fresh data and insight into the selection criteria for pay TV providers and service bundles, and explore shifts in consumer opinion over the past year. It will also evaluate customer satisfaction levels and drivers, churn drivers and the growing consumption of OTT video via multiple devices.
Now in its 11th year, the annual TelcoTV event produced by UBM TechWeb in collaboration with NTCA (National Telecommunications Cooperative Association), provides an opportunity for operators large and small, as well as the equipment, services and content vendors that serve them, to connect and discuss the latest business, technologies, trends and regulatory insights.