[opendtv] Re: 77% of consumers want a la carte TV, TiVo study finds, but price they're willing to pay drops
- From: Craig Birkmaier <brewmastercraig@xxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Tue, 20 Jun 2017 07:13:47 -0400
On Jun 19, 2017, at 5:00 PM, Manfredi, Albert E
<albert.e.manfredi@xxxxxxxxxx> wrote:
Much as Craig loves to pretend that cord-cutting is done by the poor only,
this article, which refers to the same TiVo study mentioned by the
Multichannel News article, tells a much more believable story. There are lots
of reasons why it's ongoing, the majority of which have nothing to do with
income. People are simply discovering that there are way better ways of
watching TV, than the old fashioned way. It's hardly surprising.
There is nothing new in the TiVo study.
The basic premise is "self fulfilling."
It should be obvious that the majority of people responding to such a survey
would prefer a much cheaper ala carte service to a bloated bundle that keeps
getting more expensive.
The real issue here is WHY ALA CARTE IS NOT HAPPENING.
This study clearly indicates that price is the major concern. But the study
makes no attempt to correlate this with income as the Tech Crunch article that
Monty posted did. This is what the comScore study, covered in the Tech Crunch
article, said:
One of the more interesting – though not entirely shocking – findings from
comScore’s report touches on the household income for cord cutters. It finds
that cord cutters are likely to be lower to middle income. They’re more
likely to have annual incomes of $75,000 or less, and the lower the income,
the more likely they are to have cut the cord.
Those least likely to have cut the cord are homes with household incomes
between $75,000 and $150,000. Meanwhile, homes with less than $40,000 in
annual income are 20 percent more likely to have cut the cord.
And, the TiVo study makes no attempt to measure the number of people who are
"switching cords," moving to a less expensive VMVPD bundle, as I am in the
process of doing.
And EQUALLY unsurprising would be that the trend takes time to fully develop.
There are luddites out there, after all. People who just take a long time to
let go of old habits. Momentum. For example, I remember in the early days of
PCs in every office, say mid to even late 1980s, how some of these folk had
their PC switched off, sitting out there in a corner of their desk. Seems
funny to think of that today, doesn't it?
Yup. now they have no desk and carry a tablet around the office.
;-)
Regards
Craig
End of thread.
Not really...
We will still be talking about the evolution of pay TV services in the next
decade, if Bert and I live that long.
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