Boston, MA (PRWEB) May 29, 2014
According to the annual “What’s TV Worth” study from Hub Entertainment Research, 90% of consumers with broadband service still have a subscription to Pay TV service, even as their use of online TV sources expands to more platforms and more devices. However, online sources—in particular, ad-based aggregators like Hulu and subscription services like Netflix—lead traditional Pay TV providers in perceived value.
“Despite all of the buzz around a cord-cutting revolution, the numbers continue to suggest that viewers are using online sources to complement their Pay TV subscription more than replace it,” says Jon Giegengack, Principal at Hub Entertainment Research. “The bigger risk for traditional TV carriers and networks is in falling too far behind online providers when it comes to easy, flexible ways for consumers to find and view the TV content they want.”
These risks are higher among key groups, like Millennials, says Peter Fondulas of Hub. “Younger consumers are more comfortable trying new TV options, and more comfortable subscribing to several at once. For them, there’s increasingly less reason to be bound to a linear TV schedule.”
About this Research
“What’s TV Worth” is an annual study of U.S. TV consumers. The 2014 study surveys 1,550 U.S. consumers aged 16 to 64, who watch at least five hours of TV per week and have broadband access at home. A report with additional findings from this study is available as a free download from Hub Entertainment Research. The study was conducted in April 2014.
About Hub Entertainment Research
Hub Entertainment Research is a market-research firm with deep expertise in television, movie, videogame, music, publishing, and sports—anywhere that entertainment and new technology overlap. In the television industry, Hub analysts work with networks, content producers, MSOs, and digital distributors. Our job is to help our clients understand the greatest risks and most-promising opportunities facing their companies and to reveal the clearest paths to success in a changing marketplace. For more information, please visit us at http://www.hubresearchllc.com.