Consumers Want To Pay Under $30/Month For Pay TV
- by Wayne Friedman , March 8, 2017
TiVo says a new survey shows that for the top 20 channels, U.S. consumers will pay $28.87 down as of the fourth quarter 2016 -- down 12.3% from $32.92 in third quarter 2016.
Some of this dovetails with other TiVo results with regard to cord-cutting.
The report says that while 83% of respondents have a pay TV, 17% do not. Among those who do not, 19.8% cut service in the last 12 months -- which represents a 2.3% gain versus the same time period a year ago.
“At nearly 20%, this is the highest percentage of cord-cutters since TiVo began tracking them in the Q4 2015 survey,” says the report. TiVo says the main reason -- as cited by 80% of respondents -- is price.
Looking at TV Everywhere -- digital app efforts by pay TV providers and TV networks -- the report notes that these are still moving slowly. Among respondents, 49.1% of respondents said they were aware of their pay-TV provider’s app, a rise of 9.1% from a year ago.
Adoption of those TV Everywhere apps is at a lower level -- 30.9% of respondents have access a pay-TV provider’s app, up 9.4% from a year ago.
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I'm surprised that consumers are willing to pay as much as $30 per month for the "top 20" TV channels. Why not $5? Of course, if the channels dont go along with such silly and unrealistic "demands" and want to make a profit, let alone to break even, will these consumes boycot TV and switch en masse to Netflix. As for news, sports, documentaries, game shows, talk shows, reality shows,off-network reruns, crises coverage, election night coverage, political interviews, many kinds of primetime dramas and sitcoms, etc. ---who needs all of that, anyway? The time is ripe for a consumer revolt. Meet our pricing demands or else? LOL.