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Abstract

Pay-TV operators have reached most of their addressable market, which leaves little room for growth in subscriber numbers. Meanwhile, OTT video services are increasingly popular and viewing habits are changing as video content is viewed on multiple devices. This report discusses these trends using insights gained from our 'Connected Consumer Survey 2015&apos.

Countries included

France, Germany, Poland, Spain, Turkey, UK, USA

Type of survey

20-minute web-based survey, comprising yes/no, multiple choice, text and numerical answer questions.

Panel

7852 respondents aged 18 years or over, representative of the demographic characteristics of Internet users in each country, which closely matches the national demographic characteristics of France, Germany, Poland, Spain, Turkey, the UK and the USA

Language

Translated into local languages by professional translators and checked in-house. Non-technical language was used in the survey to ensure a high level of inclusion and understanding.

Filtering

On occasion, despite maintenance of the survey panel base and the filtering out of respondents who had provided inconsistent results to previous surveys, a minority of respondents occasionally provided anomalous results (referred to as ‘outliers’) that would suggest that they had made an error or experienced technical difficulties. Such outliers were filtered from aggregate results as appropriate and the number or respondents (‘n’) reported beside each question in this report takes this filtering into account.

Net promoter score (NPS)

NPS is a metric used to calculate customer loyalty and satisfaction. Respondents are asked to rate on a scale from 0–10 whether they would recommend a product, service or company to a friend. A score of 0–6 is considered a detractor, 7–8 is considered neutral and 9–10 is considered a promoter. The percentage of detractors is subtracted from the percentage of promoters to give a score between +100 and –100.

Table Of Contents

The Connected Consumer Survey 2015: pay-TV and OTT video services
Table of Contents



5. Executive summary



6. The market for pay TV appears to be almost saturated, but multi-device and OTT partnerships present the next growth opportunities



7. Netflix dominates the OTT video market in countries where it has been launched, and appears to have few strong competitors elsewhere



8. Smart TVs are most likely to be used to view paid-for online content and customers now expect a multi-screen experience



9. Recommendations



10. Recommendations



11. Pay-TV operators and customer retention



12. No access technology was dominant across the panel, but the most common TV technology in three of the seven countries was FTA



13. FTA TV services are the main barrier to pay-TV adoption, but satisfaction varies significantly by age



14. Price is main driver of intention to change provider overall, but younger respondents were more concerned about specific content



15. In Poland, Spain, the UK and the USA, the operator that had the highest NPS for fixed broadband also had the highest score for pay TV



16. Respondents using service combinations that include fixed broadband and voice had a lower intention to churn than those with standalone TV



17. The relationship between pay TV and OTT video



18. OTT video is usually adopted alongside pay-TV services



19. Netflix dominates the OTT video market in countries where it has launched, and appears to have few strong competitors elsewhere



20. Pay-TV operators should offer access to OTT video on their set-top boxes to enhance customer experience and improve retention



21. Integrating Netflix into set-top boxes could reduce pay-TV churn by making it easier to view OTT video services



22. Devices and engagement with OTT video services



23. PCs and TVs have the highest engagement among users and Internet-enabled TVs will increase the number of potential OTT video customers



24. Consumers now watch OTT video on three device types on average and expect a seamless multi-screen service



25. Smart-TV owners were most likely to use this device to watch paid-for online video content regularly, while tablets were more popular than PCs



26. Video streaming devices are most often used by smart-TV owners, which suggests that smart TVs do not yet have all the desired features



27. Methodology and panel information



28. Methodology



29. Panel information: France and Germany



30. Panel information: Poland and Spain



31. Panel information: Turkey and UK



32. Panel information: USA



33. About the authors and Analysys Mason



34. About the authors



35. About Analysys Mason



36. Research from Analysys Mason



37. Consulting from Analysys Mason



List of figures



Figure 1: Countries covered individually in this report





Figure 2: Reasons for not having a pay-TV service, by age group



Figure 3: Penetration of the most popular paid-for online video services, by country



Figure 4: Penetration of paid-for online video services, by device type



Figure 5: Penetration of pay-TV services among respondents with TV sets, by country



Figure 6: Reasons for not having a pay-TV service, by age group



Figure 7: Reasons cited for intending to change pay-TV service provider in the next 6 months



Figure 8: Net Promoter Score for pay-TV service providers, selected countries



Figure 9: Intention to change pay-TV service provider within 6 months, by type of service bundle, including and excluding ATandamp;T's customers



Figure 10: Proportion of respondents with pay-TV or OTT services, or both, by country



Figure 11: Penetration of the most popular paid-for online video services, by country



Figure 12: Device types that respondents plug into their TV sets



Figure 13: Intention to change pay-TV service provider within 6 months, with and without Netflix usage, UK



Figure 14:andnbsp;Average hours of use per day, by device



Figure 15:andnbsp;Device types used to access paid-for OTT video services, 2012 and 2014



Figure 16:andnbsp; Frequency of online video content access in the previous 3andnbsp;months, by device type



Figure 17:andnbsp; Interest in or ownership of smart TVs by ownership of video streaming device type



Chart Data

Figure 2: Reasons for not having a pay-TV service, by age group
No TV service
FTA only
Cable TV
Satellite TV
IPTV
Paid-for DTT

Figure 3: Penetration of the most popular paid-for online video services, by country
USA Netflix
Apple iTunes
Hulu plus
UK Netflix
Sky Go
Amazon Instant Video
TurkeyApple iTunes
TTNet (Tivibu)
Turkcell TV
PolandIPLA
Apple iTunes
SpainApple iTunes
GermanyAmazon Instant Video
Apple iTunes
Maxdome
FranceCanal Play
Apple iTunes
Vodeo

Figure 6: Reasons for not having a pay-TV service, by age group
At least once a day
Several times per week
At least once a week
One to three times per month
Monthly or less often
Unsure
Never

Figure 7: Reasons cited for intending to change pay-TV service provider in the next 6 months
Price
Other channels/content
Introductory discount
Different features
Different package
Bundling
Moving house
No longer affordable
Other

Figure 9: Intention to change pay-TV service provider within 6 months, by type of service bundle, including and excluding ATandT's customers
Intention to churn Pay-TV within 6 months
Excluding ATandT customers

Figure 14: Average hours of use per day, by device
Any PC
TV set
Mobile phone
Tablet
E-book reader
iPod or PMP
Handheld console

Figure 17: Interest in or ownership of smart TVs by ownership of video streaming device type
Have a Smart TV
Interested in having a Smart TV
Not interested in having a Smart TV

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