Consumers to shun pay TV in favor of online content, says research firm
November 27, 2007
Within in three years, more than 16 million television households in the United States may use their broadband service more than they use their TV sets today, according to research firm In-Stat.
A new In-Stat report, “U.S. TV Viewer Survey: Online Bids to Usurp Pay-TV,” presents the findings of a consumer survey about TV viewing, media and online habits. Those responding to the survey had a broadband connection and a TV, and were 18 years old or older.
Among the findings:
As many as 30 percent of respondents would drop subscription TV and use the Internet for TV. 42 percent said that they are not getting enough international news and information from their current TV delivery services, even though there are hundreds of channels available. Nearly 40 percent of all respondents said “This is the first I’ve heard of” the U.S. analog TV cut off mandate in February 2009. 56 percent of women in the lowest income bracket reported that the In-Stat survey was the first they had heard of the analog switch-off.
As quality content grows online, savvy consumers will consider reducing monthly pay TV bills by seeking entertainment from the Internet, according to In-Stat analyst Gerry Kaufhold.
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