Pay-TV Cord Re-connectors and the Netflix Exes 

• Publication date: October 2012
• Report size: 45 pages

This Market Focus analyzes two consumer segments: those who recently re-subscribed to pay-TV service after a brief hiatus and those who canceled their subscription to the Netflix Watch Instantly service. It identifies the key factors influencing their decisions and the implications these trends have for the pay-TV industry. “Economic factors rather than content considerations are pushing consumers back towards traditional pay-TV services....

This Market Focus analyzes two consumer segments: those who recently re-subscribed to pay-TV service after a brief hiatus and those who canceled their subscription to the Netflix Watch Instantly service.
It identifies the key factors influencing their decisions and the implications these trends have for the pay-TV industry.
“Economic factors rather than content considerations are pushing consumers back towards traditional pay-TV services. Consumers treat over-the-top video as both a backup and complementing source of content while traditional pay-TV service plays the dominant role in home video consumption. Traditional tactics (discounts, promotions, etc.) will therefore be effective in fighting over-the-top video, but pay-TV providers will be vulnerable to encroachment until they offer lower-cost options to budget-strapped consumers.”

Online Broadcasting Industry

Table of Contents

Pay-TV Re-connectors and the Netflix Exes
About the Research
Previous Research
Key Findings
Recommendations
Trending Data
Pay-TV Subscribers (2011-2012)
Pay-TV Subscription Trends (2010-2011)
Pay-TV Feature Usage (2010-2012)
Pay-TV vs. Netflix (Q1/12)
Pay-TV Re-connectors
Change of Pay-TV Service in the Past (Q1/12)
Re-Subscription to Pay-TV Service by Age (Q1/12)
Re-Subscription to Pay-TV Service by Income (Q1/12)
Top Reasons for Cancelling Pay-TV Package (Q1/12)
Reasons Pay-TV Re-connectors Cancelled Served by Age (Q1/12)
Primary Video Source When Not Using Pay-TV Service (Q1/12)
Cancelled for Internet Video: Primary Video Source When Not Using Pay-TV Service (Q1/12)
Satisfaction with Video Services When Not Using Pay-TV Service (Q1/12)
Pay-TV Provider After Re-Subscribing (Q1/12)
Factors Influencing Re-Subscription of TV Service (Q1/12)
Factors Influencing Re-Subscription of TV Service by Provider (Q1/12)
Cancelled for Internet Video: Factors Influencing Re-Subscription of TV Service (Q1/12)
Former Netflix Subscribers
Netflix Subscription (Q1/12)
Netflix Subscription and Cancellation by Age (Q1/12)
Top Reasons for Cancelling Netflix Subscription (Q1/12)
Top Reasons for Cancelling Netflix Subscription by Income (Q1/12)