For many, there is no mystery about the fact that TV consumers want to buy only the channels they want -- a la carte programming. But how much would they be willing to pay?
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.”
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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.