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Pay TV - US - October 2013

Published By :

Mintel

Published Date : Oct 2013

Category :

Media

No. of Pages : 137 Pages


Pay TV providers have invested heavily in new services, with a focus on anywhere, anytime, and any screen viewership, large video-on-demand libraries, and apps for watching content on phones and tablets. However, some central themes of the digital era have yet to be addressed, including personalization of content and ads. A failure to adapt soon will enable internet-based streaming services to become more legitimate competitors.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Slow decline in sales
Figure 1: Fan chart forecast of cable and satellite sales from video subscriptions, at current prices, 2008-18
Share to remain largely static between cable and satellite
Figure 2: Cable and satellite share of sales, 2013
XFINITY largest provider
Figure 3: Carrier share of subscribers, August 2013
Internet video services becoming more competitive
Figure 4: Reasons for not subscribing, August 2013
The consumer
Mature market offers limited room for growth
Figure 5: Intent to subscribe, by age, August 2013
One in four subscribers open to changing service
Figure 6: Interest in switching providers, by age, August 2013
Price far and away lead reason for changing service
Figure 7: Interest in switching carriers to acquire a cheaper service, by age, August 2013
What we think

Issues and Insights
Is the future a la carte?
Issues
Insights
Are online subscriptions hurting sales?
Issues
Insights
Sports programming: a solution or a problem?
Issues
Insights

Trend Application
Inspire Trend: The Nouveau Poor
Inspire Trend: Influentials
Mintel Futures: Generation Next

Market Size
Key points
Subscriptions peaked in 2011
Figure 8: Cable and satellite sales, at current prices, 2008-18
Figure 9: Cable and satellite sales, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Fan chart forecast of cable and satellite sales, at current prices, 2008-18

Market Segmentation
Key points
Overview
Figure 11: Cable vs. satellite sales, at current prices, 2008-18
Cable
Figure 12: Cable sales of video subscriptions, at current prices, 2008-18
Satellite
Figure 13: Satellite sales of video subscriptions, at current prices, 2008-18

Competitive Context
Key points
Besieged by internet VOD
sVOD creeping up list of reasons for not subscribing
Figure 14: Reasons for not subscribing, by age, August 2013
Figure 15: Reasons for not subscribing, by presence of children in household, August 2013

Leading Companies
Key points
Comcast top provider overall and at high-end
Figure 16: Pay TV provider, by household income, August 2013
Figure 17: Pay TV provider, cable/satellite and telco, by age, August 2013

Innovations and Innovators
ESPN goes freemium on Apple TV
Viggle rewards viewers
Figure 18: DIRECTV promotion of Viggle service, 2013
XFINITY Insider, Optimum Rewards put loyalty in sight
Figure 19: Participation in pay TV loyalty programs and sweepstakes, by age, August 2013
TWC on-boards of the Year
DIRECTV gets exclusive
XFINITY gets its game on via partnership with EA
Verizon offers sports-free

Marketing Strategies: DVR, VOD, and Streaming
Overview
Figure 20: Use of TV everywhere and provider apps, by age, August 2013
DISH Anywhere
Figure 21: DISH Network Boston Guys “Bat” television ad, 2013
DIRECTV
Launches “Genie” DVR
Nomad becomes GenieGO
AT&T continues to rethink possible
Figure 22: AT&T Total Home DVR “Rooms” television ad, August 2013
Verizon updates FiOS for out-of-home streaming
Figure 23: Verizon Flex View VOD “NHL Playoffs” television ad, 2013
Xfinity touts ‘The Most Live Sports’
Figure 24: Xfinity “Most Live Sports—Mattress” television ad, September 2013
TWC TV ventures outside of the home
Figure 25: Time Warner Cable “Enjoy Better—On Demand” television ad, September 2013

Social Media
Key points
Key social media metrics
Figure 26: Key performance indicators, September 2013
Market overview
Brand usage and awareness
Figure 27: Brand usage and awareness of pay TV brands, August 2013
Interaction with brands
Figure 28: Selected AT&T U-verse Twitter Mentions, September 2013
Figure 29: Interaction with pay TV brands, August 2013
Online conversations
Figure 30: Online mentions, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Where are people talking about pay TV brands?
Figure 31: Mentions, by page type, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
What are people talking about online?
Figure 32: Mentions, by type of conversation, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Figure 33: Major areas of discussion surrounding selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Brand analysis
TWC
Figure 34: TWC key social media indicators, September 2013
Comcast XFINITY
Figure 35: Comcast XFINITY key social media indicators, September 2013
DIRECTV
Figure 36: DIRECTV key social media indicators, September 2013
DISH
Figure 37: DISH key social media indicators, September 2013
Verizon FiOS
Figure 38: Verizon FiOS for key social media indicators, September 2013
AT & T U-Verse
Figure 39: AT&T U-Verse key social media indicators, September 2013

Household Subscription
Key points
Eight in 10 on board
Figure 40: Subscribers, cord-not-connectors and cord-cutters, by household income, August 2013
Figure 41: Subscribers, cord-not-connectors and cord-cutters, by age, August 2013
One in five planning to subscribe
Figure 42: Intent to subscribe, by age, August 2013
Figure 43: Intent to subscribe, by presence of children in household, August 2013
Figure 44: Intent to subscribe, by gender, August 2013
Older and higher-income subscribers settle in for longer
Figure 45: Tenure and satisfaction with current service, by age, August 2013
Figure 46: Tenure with current service, by presence of children in household, August 2013
Figure 47: Tenure with current service and perception of value in changing service, by household income, August 2013

Premium Services
Key points
Premium channels
Figure 48: Subscription to premium movie channels, by household income, November 2012-June 2013
DVR and PPV
Figure 49: DVR penetration, PPV access, and PPV usage, by household income, November 2012-June 2013
VOD
Figure 50: Access to video-on-demand, by household income, November 2012-June 2013
Figure 51: Frequency of use of video-on-demand, by household income, November 2012-June 2013
Figure 52: Access to video-on-demand, by age, November 2012-June 2013
Figure 53: Frequency of use of video-on-demand, by age, November 2012-June 2013

Changing Providers
Key points
Interest in switching peaks among 25-34s
Figure 54: Intent to switch provider, by age, August 2013
Figure 55: Intent to switch provider, by presence of children in household, August 2013
Contract status
Figure 56: Contract status, by age, August 2013
Savings lead reason for changing service
Figure 57: Reasons for wanting to switch provider, by age, August 2013
Figure 58: Reasons for wanting to switch provider, by household income, August 2013
Figure 59: Reasons for wanting to switch provider, by lead reason for changing service, August 2013
DIRECTV, U-Verse carry momentum in potential acquisitions
Figure 60: Pay TV provider, by subscribers considering a change of service, August 2013
Figure 61: Satisfaction with current provider, by provider, August 2013
Figure 62: Providers under consideration for switching service, by age, August 2013
Lowest price does not always carry provider selection
Figure 63: Attitudes to price and brand, by household income, August 2013
Figure 64: Attitudes to price and brand, by age, August 2013
Referrals and rewards
Figure 65: Participation in retention services, by age, August 2013
Older subscribers more likely to be principle decision maker
Figure 66: Principle decision maker for service, by age, August 2013
Figure 67: Principle decision maker for service, by gender, August 2013
Ad selection as a premium service
Figure 68: Ad selection as a motivation for changing service, by age, August 2013

Impact of Race and Hispanic Origin
Key points
Asians skipping out
Figure 69: Subscriptions, cord-not-connectors and cord-cutters, by race/Hispanic origin, August 2013
Figure 70: DVR ownership and access to pay-per-view, by race/Hispanic origin, November 2012-June 2013
Figure 71: Access to video-on-demand, by race/Hispanic origin, November 2012-June 2013
Age drives differences
Figure 72: Select attitudes and behaviors related to pay TV, by race/Hispanic origin, August 2013
Figure 73: Reasons for wanting to switch provider, by race/Hispanic origin, August 2013

Appendix – Additional Data by Demographic Groups
Providers under consideration for switching service
Figure 74: Providers under consideration for switching service, by gender, August 2013
Figure 75: Providers under consideration for switching service, by household income, August 2013
Leading Providers
Figure 76: Pay TV provider, by race/Hispanic origin, August 2013
Premium channels
Figure 77: Subscription to premium movie channels, by age, November 2012-June 2013
Interest in switching
Figure 78: Intent to switch provider, by race/Hispanic origin, August 2013
Figure 79: Intent to switch provider, by household income, August 2013
Attitudes to price and brand
Figure 80: Attitudes to price and brand, by gender, August 2013
Figure 81: Attitudes to price and brand, by presence of children in household, August 2013
Use of TV everywhere and provider apps
Figure 82: Use of TV everywhere and provider apps, by presence of children in household, August 2013
Figure 83: Use of TV everywhere and provider apps, by household income, August 2013
DVR providers and DVR/PPV access
Figure 84: DVR service provider, by age, November 2012-June 2013
Figure 85: DVR service provider, by race/Hispanic origin, November 2012-June 2013
Figure 86: DVR service provider, by household income, November 2012-June 2013
Figure 87: DVR service provider, by age, November 2012-June 2013
Figure 88: Access to pay-per-view and DVR, by age, November 2012-June 2013
PPV — types of programming watched
Figure 89: Type of pay-per-view programming watched, by household income, November 2012-June 2013
VOD — types of programming watched, and watching frequency
Figure 90: Type of video-on-demand programming watched, by household income, November 2012-June 2013
Figure 91: Type of video-on-demand programming watched, by age, November 2012-June 2013
Figure 92: Type of video-on-demand programming watched, by race/Hispanic origin, November 2012-June 2013
Figure 93: Frequency of use of video-on-demand, by race/Hispanic origin, November 2012-June 2013

Appendix – Additional Tables by Current Provider
Figure 94: Attitudes to price and brand, by current provider, August 2013
Figure 95: Future providers under consideration, by current provider, August 2013
Figure 96: Reasons for wanting to switch provider, by current provider, August 2013
Figure 97: Use of TV everywhere and provider apps, by current provider, August 2013
Figure 98: Select attitudes and behaviors related to pay TV, by current provider, August 2013
Figure 99: Intent to switch provider, by current provider, August 2013

Appendix – Additional Tables by Custom Cross Analyses
Figure 100: Satisfaction with current provider, by principle decision maker and length of tenure, August 2013
Figure 101: Attitudes to price and brand, by principle decision maker and length of tenure, August 2013
Figure 102: Attitudes and behavior related to pay TV service, by principle decision maker and length of tenure, August 2013
Figure 103: Participation in retention servi ces, by principle decision maker and length of tenure, August 2013
Figure 104: Providers under consideration for switching pay TV service, by principle decision maker and length of tenure, August 2013
Figure 105: Pay TV provider, by principle decision maker and length of tenure, August 2013
Figure 106: Reasons for wanting to switch providers, by principle decision maker and length of tenure, August 2013
Figure 107: Use of TV everywhere and provider apps, by principle decision maker and length of tenure, August 2013
Figure 108: Select attitudes and behaviors related to pay TV, by principle decision maker and length of tenure, August 2013
Figure 109: Participation in pay TV retention services, by principle decision maker and length of tenure, August 2013

Appendix – Consumer Tables by Generation
Figure 110: Attitudes to price and brand, by generations, August 2013
Figure 111: Select attitudes and behaviors related to pay TV, by generations, August 2013
Figure 112: Reasons for wanting to switch providers, by Millennials vs. non-Millennials, August 2013
Figure 113: Reasons for not subscribing, by Millennials vs. non-Millennials, August 2013
Figure 114: Use of TV everywhere and provider apps, by generations, August 2013
Figure 115: Primary decisionmaker and contract status, by generations, August 2013
Figure 116: Participation in retention services, by generations, August 2013

Appendix – Social Media
Brand usage and awareness
Figure 117: Comcast Xfinity usage or awareness, by demographics, August 2013
Figure 118: Time warner cable (TWC) usage or awareness, by demographics, August 2013
Figure 119: Verizon/Verizon FiOS usage or awareness, by demographics, August 2013
Figure 120: DirecTV usage or awareness, by demographics, August 2013
Figure 121: DISH usage or awareness, by demographics, August 2013
Figure 122: AT&T/AT&T U-verse usage or awareness, by demographics, August 2013
Activities done
Figure 123: Pay TV related activities done, by provider, August 2013
Figure 124: Comcast Xfinity – Activities done, by demographics, August 2013
Figure 125: Time warner cable (TWC) – Activities done, by demographics, August 2013
Figure 126: DirecTV – Activities done, by demographics, August 2013
Figure 127: DISH – Activities done, by demographics, August 2013
Figure 128: AT&T/AT&T U-verse – Activities done, by demographics, August 2013
Online conversations
Figure 129: Online mentions, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Figure 130: Mentions, by page type, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Figure 131: Mentions, by type of conversation, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Figure 132: Major areas of discussion surrounding selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013

Appendix – Trade Associations

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