A new study says 31% of U.S. consumers would pay $30 a month for exactly what they want, 17% would pay $75 a month, and 15% would pay $15 a month, and that 53% of U.S. consumers believe “this model would be cheaper than consumers elsewhere" -- in other countries around the world.
This research was commissioned by Irdeto, a media protection company, and conducted by YouGov, which publishes a number of syndicated reports, including a daily report on brand perceptions.
Richard Scott, senior vice president of sales and marketing of Irdeto, stated: “In addition to offering a compelling multiscreen experience, operators must also price themselves correctly to avoid losing consumers who realize that a la carte services can become quite expensive when added together.”
Digging further, 38% say they “like having lots of channels to choose from,” while 20% believe “channel bundles offer the best deal.”
This data seems to elicit what the traditional pay TV system -- big TV networks and pay TV providers -- have been promoting for some time: that a la carte programming package might be much more expensive than traditional big TV network bundles.
The results also reveal that 78% of U.S. consumers are willing to switch to a service that allows them to pay for only the channels or content they want, with 67% saying they pay for the majority of their TV content -- and that 47% of U.S. consumers would not invest in faster Internet to stream HD content in their home.
The survey is based on 1,179 U.S. adults, part of a global survey of over 5,285 adults, conducted from April 20 to April 27.