Cord-thinning, the act of cutting one or more Pay-TV services, is a trend continuing to rise, according to the survey results. Nearly 17% said they decreased or removed services, a relatively significant increase from Q1 2013. Of the services thinned, “reduced level of cable/satellite service” increased the most to 45.2%, with premium channels the highest ranking service cut, though they still remain the top ranked services added, with HBO leading the pack.
Of the 17.2% of consumers who increased their cable/satellite services, premium sports packages saw a huge jump quarter over quarter. There is still huge revenue potential through upselling subscribers, says the report, since 62.7% of respondents do not pay for premium channels and a larger audience does not pay for sports packages.
Overall, satisfaction remained steady at 58.6%, but still far from impressive. Respondents who are unsatisfied rose slightly, totaling 21.5%. When asked about dissatisfaction issues, the top reason was increasing fees while others cited were poor cable/satellite service, poor Internet service and poor customer service. In addition, of those respondents planning to cut, change or switch to other apps/third-party services, 40.4% said they would reconsider staying if their provider released new functionality that made it easier to find something to watch.
Perceived Value Of Service Provider | |
How would you rate the level of value you are receiving from your cable/satellite service provider? | |
Very satisfied | 19.9% |
Satisfied | 58.6% |
Unsatisfied | 21.5% |
If unsatisfied, why do you feel you’re not getting enough value from your provider? (choose all that apply) | |
Poor internet service | 28.4% |
Poor cable/satellite service | 32.5% |
Bad channel selection | 33.4% |
Poor customer service | 39.2% |
Increasing fees for internet service | 40.6% |
Increasing fees for cable/satellite service | 70.4% |
Source: Digitalsmiths, December 2013 |
There is a significant decrease in the number of consumers watching 3+ hours of TV a day, says the report about TV viewing habits. This quarter, the majority of respondents, just over half, watch 0 to 3 hours of TV a day. Similar to overall TV viewing, consumers are watching less live TV accessed from their channel guide. 54% of respondents watch two hours or fewer of live TV from their channel guide, a decrease quarter over quarter.
In addition, 80.2% of survey respondents watch only 10 channels or fewer. These results demonstrate that much of the content Pay-TV providers pay a premium to offer subscribers is not being leveraged to its greatest potential. In addition, the number of respondents who have difficulty trying to find something to watch grew from 32.5% in Q2 to 36.8% in Q3. All of these stats point to the possibility of a growing dissatisfaction and disengagement by consumers.
Trend Repitition Do you feel you watch the same channels over and over again? | |
Quarter | % Saying Yes |
Q1 2013 | 85.5% |
Q2 2013 | 86% |
Q3 2013 | 88.9% |
Source: Digitalsmiths, December 2013 |
TV Viewing: On average, how many hours a day do you watch TV? | |
Hours Watching TV | % of Respondents |
<1 hour | 6.1% |
1-2 hours | 2.1% |
2-3 hours | 25% |
3-4 hours | 17.6% |
4-5 hours | 11.8% |
5+ hours1 | 2.8% |
Source: Digitalsmiths, December 2013 |
Viewing Live TV: On average, how much of your daily TV watching is of live TV accessed from your channel guide (not DVR’d or recorded shows)? | |
Hours Accessed | % of Respondents |
<1 hour | 25.7% |
1-2 hours | 28.6% |
2-3 hours | 17.2% |
3-4 hours | 11.5% |
4-5 hours | 5.9% |
5+ hours | 6.6% |
Source: Digitalsmiths, December 2013 |
Recorded Shows(On average, how much of your daily TV viewing time is spent watching shows that you have recorded/DVR’d?) | |
Viewing Time | % of Respondents |
<1 hour | 46.4% |
1-2 hours | 27.2% |
2-3 hours | 12.5% |
3-4 hours | 4.9% |
4-5 hours | 2.6% |
5+ hours | 1.9% |
Source: Digitalsmiths, December 2013 |
Channel Surfing(On average, how much time a day do you spend searching or scrolling through the guide looking for something to watch?) | |
Surfing Time | % of Respondents |
<10 minutes | 48.5% |
10-20 minutes | 26.5% |
20-30 minutes | 10.9% |
30-40 minutes | 4.6% |
40-50 minutes | 2.5% |
60+ minutes | 2.5% |
Source: Digitalsmiths, December 2013 |
What To Watch(How often do you know what you’re going to watch when sitting down to watch TV?) | |
Frequency | % of Respondents |
< 10% of the time | 7.6% |
10% - 20% | 5.5% |
20% - 30% | 6.5% |
30% - 40% | 5.9% |
40% - 50% | 11.5% |
50% - 60% | 11% |
60% - 70% | 8.4% |
70% - 80% | 16.6% |
80% - 90% | 15.3% |
90% - 100% | 11.8% |
Source: Digitalsmiths, December 2013 |
The future of Pay-TV providers’ VOD revenue is looking somewhat brighter, according to survey results. For the second quarter in a row, respondents are ordering more movies from their Pay-TV provider, with 27% stating s/he orders one or more movies per month. When respondents were asked if it’s easy to find a movie they will enjoy in the VOD catalog provided by their cable/satellite provider, 25.7% said “no,” a slight increase over Q2 2013 survey results.
Pay-TV VOD Purchases Per Month | |||
Rentals | Quarter | ||
Q1 2013 | Q2 2013 | Q3 2013 | |
0 rentals | 78.5% | 73.8% | 72.9% |
1 rental | 10.7% | 11.2% | 13.3% |
2 rentals | 5.4% | 5.6% | 6.7% |
3 rentals | 2.1% | 3.4% | 2.7% |
Source: Digitalsmiths, December 2013 |
Consumer rationale for third party services:
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