Saturday, January 19, 2013

43% of pay-TV subscribers have used a TV Everywhere service

This is according to a new study from GfK Media, by way of a report from Multichannel News. While that number is impressive (I certainly fall into that catagory) fewer than 1 in 5 pay-TV knew what “TV Everywhere” meant. What's holding pay-TV customers back from greater adoption? Well, for one, the entire process of authenticating their TV subscriptions. Among those who have watched TV programming online, 70% said the authentication process would probably deter them from using a TV Everywhere service. Among the other findings from the survey of over 1,000 people, TV networks/programmers are currently doing better than MSOs and other providers when it comes to consumer adoption of their TV Everywhere offerings. The findings show that 37% of those who have ever viewed TV content online, watched it through a network's app or website. On the other hand, only 30% of those surveyed indicated watching TV programming through a cable operator or TV distributor's online portal. How important is TV Everywhere in regards to customer retention? Among those who use TV Everywhere services, 65% of respondents said the services were inconsequential in determining whether to keep their current provider, while 25% said it made them more likely to keep their current provider. Wall Street Journal/Digits Blog or Multichannel News

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