Good news for those TV Everywhere cable proponents: Not only do consumers seem to like the idea, they may even pay extra for it. A new study from The Diffusion Group says 60% of adult broadband users -- 95 million consumers -- are "enthusiastic" about TV Everywhere. More interesting: 34% -- 54 million consumers -- are willing to pay at least $5 extra per month for those services.
The study went further, saying that about 33% of consumers would pay about $10 extra a month, and 20% would pay more than $15 per month.
"Current TVE-type offerings remain relatively fledgling services with little in the way of compelling content," says Michael Greeson, founding partner of The Diffusion Group and author of the new report.
Greeson says that's expected of a new service, and probably feeds "operator belief that these services should be viewed as a free value-added service to existing residential TV subscribers as opposed to a new service capable of generating additional revenue."
The study says it expects that TV Everywhere providers will likely "pull a Hulu," meaning that it will provide free access to TV Everywhere offerings (through existing monthly cable deals), but eventually add a new charge once TV Everywhere content grows and consumer demand increases. Hulu recently announced it was adding a pay-component to its free premium TV programs.
Cable operators and TV content providers have been concerned about the free access of TV shows online -- shows that could compete with traditional carriage through their monthly cable packages sold to consumers.
TV Everywhere is an attempt to keep consumers paying for those packages by demanding authentication of their cable or satellite programming deals, which would allow them to watch TV shows online.