Why Multichannel TV Subscribers Won’t Go OTT eMarketer

source: http://www.emarketer.com/Article.aspx?R=1012071

New premium channel standalone streaming services aren’t killing pay TV, and neither are veteran over-the-top (OTT) subscription video-on-demand (SVOD) services such as Netflix and Hulu. In fact, a December 2014 study by Horowitz Research found that having a multichannel cable subscription had plenty of benefits over relying solely on an OTT service.

The study looked at multiplatform viewers—those who watch at least 1 hour of TV and video content a day and spend at least 20% of their viewing time streaming TV and video content to their TV, computer or mobile device. Despite being the “core market” for OTT SVOD services, responses indicated ! that the group was still largely open to multichannel services as well, with half subscribing to both. In all, more than six in 10 were multichannel subscribers.

Multiplatform TV viewers with multichannel services cited several advantages to not relying solely on OTT video, with access to a wide variety of content and cable networks the top reasons. Being able to watch programs easily on TV and avoid internet connection issues were also key advantages, as were access to broadcast networks, the ability to sit back and surf TV channels and the option to watch TV drama live.

By: Dr. Augustine Fou Friday, February 20th, 2015 digital

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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