Heavy Reading's Research Reveals US Pay-TV Subscribers Will Pay Monthly Fee to Access TV Shows From Anywhere in the World
Results of Multiscreen Research Study to Be Presented at TelcoTV 2010
IRVINE, Calif., Nov. 9, 2010 /PRNewswire/ -- TelcoTV 2010, the largest video conference and expo focused on the US service provider market, today announced that the results from the October 2010 study titled "Telco TV Customers: How Keen on Multiscreen?" will be presented by Heavy Reading analyst Aditya Kishore on Wednesday, November 10, 2010, at 12:00 p.m. in room Titian 2304 at the Venetian in Las Vegas.
This year, the study explored US pay-TV subscribers' attitudes and usage of mobile and online video, and revealed important conclusions about multiplatform TV services. Kishore's presentation will provide fresh insights on changing subscription drivers, comparing data from last year's research with a current survey fielded in 2010.
"The survey found that a number of pay-TV subscribers were interested in accessing TV shows from anywhere in the world via a PC or mobile device, even if they had to pay a monthly fee of $10 per month for this capability," said Kishore. "The survey also found that out-of-home access to TV services was an important criterion for some subscribers when selecting their pay-TV provider."
The annual study of US pay-TV subscribers was conducted by Heavy Reading (http://www.heavyreading.com), one of the foremost research and consulting companies in the telecommunications industry, offering detailed industry analysis to service providers, vendors, and investors. As with previous years, the 2010 study examined pay-TV subscribers' attitudes and satisfaction levels on a variety of issues, comparing telco-TV services with cable and satellite. It also examined interest in new digital applications and willingness to churn.
"The survey revealed that high price sensitivity remains in the pay-TV market, and for the large majority of pay-TV customers price remains the primary driver for selecting a new pay-TV provider. This is consistent with our findings from previous years as the economic climate remains cloudy," continued Kishore. "However, customer satisfaction remained fairly high across criteria, and the average tenure with pay-TV providers is quite long, suggesting low churn."
Attendees to the presentation will discover whether or not online and mobile TV services are likely to threaten pay-TV revenues in the short term. The survey addressed, as Kishore will present, the following key issues:
- Current pay-TV availability, current pay-TV provider, and tenure with provider
- Primary decision drivers for selecting current pay-TV providers
- Reasons for leaving previous provider and potential for churn
- Satisfaction levels with current services across various criteria such as price, channel choices, dependability, and customer care
- Multiservice bundling and interest in advanced services such as DVR, VoD, interactive TV, and HDTV
- Interest in 3DTV and current ownership of 3DTV
- Interest in targeted advertising
- Internet video usage and potential impact on pay-TV subscription
- Mobile video consumption and willingness to pay for multi-screen TV
A joint production of UBM TechWeb and NTCA, TelcoTV offers a unique venue for solution providers to showcase their new product and service offerings. The event takes place November 9 through 11, 2010 in Las Vegas. This year's theme, "Profiting in a Multi-Screen World," reflects the industry's challenge of making video services work for both consumers and service providers. Visit http://www.TelcoTVonline.com for a complete conference and expo agenda.
About Light Reading
Founded in 2000, Light Reading is the leading online media, research, and focused event company serving the $3 trillion worldwide communications market. Lightreading.com is the ultimate source for technology and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation. Light Reading's research arms, Heavy Reading and Pyramid Research, provide the most comprehensive communications research, market data, and technology analysis in close to 100 markets around the world. Light Reading produces nearly 20 targeted communications events including TelcoTV, Ethernet Expo New York and Ethernet Expo London, The Tower Summit @ CTIA, and Optical Expo, as well as focused one-day events tailored for cable, mobile, and wireline executives. Light Reading was acquired by United Business Media in August 2005 and operates as a unit of TechWeb. Visit http://www.lightreading.com for more information.
About UBM TechWeb
UBM TechWeb, the global leader in technology media and professional information, enables people and organizations to harness the transformative power of technology. Through its three core businesses – media solutions, marketing services, and paid content – UBM TechWeb produces the most respected and consumed brands and media applications in the technology market. More than 14.5 million business and technology professionals (CIOs and IT managers, Web and digital professionals, software developers, government decision makers, and telecom providers) actively engage in UBM TechWeb's communities and information resources monthly. UBM TechWeb brands includes: global face-to-face events such as Interop, Web 2.0, Black Hat, and Enterprise Connect; award-winning online resources such as InformationWeek, Light Reading, and Network Computing; and market-leading magazines InformationWeek, Wall Street & Technology, and Advanced Trading. UBM TechWeb is a UBM company, a global provider of news distribution and specialist information services with a market capitalization of more than $2.5 billion. Visit http://techweb.com/aboutus for more information.
About United Business Media Ltd.
UBM focuses on two principal activities: worldwide information distribution, targeting, and monitoring; and the development and monetization of B2B communities and markets. UBM's businesses inform markets and serve professional commercial communities – from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists – with integrated events, online, print, and business information products. Our 5,900 staff in more than 30 countries are organized into specialist teams that serve these communities, bringing buyers and sellers together, helping them to do business and their markets to work effectively and efficiently. Visit http://www.unitedbusinessmedia.com for more information.
The National Telecommunications Cooperative Association is the premier association representing more than 560 locally owned and controlled telecommunications cooperatives and commercial companies throughout rural and small-town America. NTCA provides its members with legislative, regulatory, and industry representation; meetings; publications and educational programs; and an array of employee benefit programs. Visit http://www.ntca.org for more information.
SOURCE Light Reading
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