In a diversifying TV universe, content discovery is key. But asked to name as many as three options they use to find shows or channels, only 4 percent of respondents said they listen to social media.
How Much Would You Be Willing to Pay for a Custom TV Package?
Among those interested in an a la carte offering, the greatest percentage (62 percent) are willing to pay as much as $2.99 per channel each month, and 77 percent are willing to pay as much as $1.99 per show each month.
Accessing TV Online
A majority of respondents (66 percent) view at least some TV content online, led mostly by the 18-to-34 demo, and "second screen" mobile experiences are growing.
Original Programming Is Critical
A majority of respondents (63 percent) said they consider such originals as Boardwalk Empire (HBO) and Arrested Development (Netflix) somewhat or very important when choosing a pay TV service.
Pay TV Package Preferences
Customization and personalization are the big wishes of today's pay TV subscribers, who assume they would save money if they didn’t receive channels they don’t watch.
Real-Time vs. Time-Shifted Viewing*
*Respondents could select more than one choice.
What Do You Want in Your TV Package?
If given the option of a la carte selection, 65 percent would want access to 10 channels or more.
What Sites Do You Visit to Watch TV Online?
Netflix leads, but half of viewers find content on TV network websites.
Which of the Following Pay TV Packages Do You Have?
Traditional cable and satellite services still dominate (with live sports being the No. 1 reason to subscribe), but Netflix has made huge inroads, especially among younger viewers.
Are You Willing to Watch More Ads in Lieu of Subscription Fees?
Eight of 10 who prefer a customized TV package say yes, but as the screen gets smaller and more mobile, the willingness drops.