The Connected Consumer Survey 2015: pay-tv and OTT video services

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1 Research Report The Connected Consumer Survey 2015: pay-tv and OTT video services May 2015 Patrick Rusby and Martin Scott

2 2 About this report This report focuses on aspects of Analysys Mason s annual Connected Consumer Survey that relate to the behaviour, preferences and future plans of pay-tv and over-the-top (OTT) video service users in France, Germany, Poland, Spain, Turkey, the UK and the USA. Figure 1: Countries covered individually in this report [Source: Analysys Mason, 2015] The survey consists of an online questionnaire, which was conducted in July and August 2014 and had 7485 respondents. The respondents were chosen to be representative of the online population in terms of age, gender and employment status. This report focuses on several issues that are critical to the strategy of pay-tv operators in 2015, including: drivers of churn and inhibitors to pay-tv service adoption UK Germany Poland USA The USA is also part of this study (not shown to scale). what the Net Promoter Score (NPS) means to operators, and what influences it 1 France the viewing habits of pay-tv customers, and the devices used to access paid-for online video content the implications for pay-tv operator strategy of multi-screen and OTT video. Spain Turkey 1 NPS is a metric used to calculate customer loyalty and satisfaction. Scores given are between 100 and +100 (see the Methodology slide in this report for further details). NPS, Net Promoter and Net Promoter Score are registered trademarks of Fred Reichheld, Satmetrix, and Bain & Company.

3 3 Contents Slide no. 5. Executive summary 6. The market for pay TV appears to be almost saturated, but multi-device and OTT partnerships present the next growth opportunities 7. Netflix dominates the OTT video market in countries where it has been launched, and appears to have few strong competitors elsewhere 8. Smart TVs are most likely to be used to view paid-for online content and customers now expect a multi-screen experience 9. Recommendations 10. Recommendations 11. Pay-TV operators and customer retention 12. No access technology was dominant across the panel, but the most common TV technology in three of the seven countries was FTA 13. FTA TV services are the main barrier to pay-tv adoption, but satisfaction varies significantly by age 14. Price is main driver of intention to change provider overall, but younger respondents were more concerned about specific content 15. In Poland, Spain, the UK and the USA, the operator that had the highest NPS for fixed broadband also had the highest score for pay TV 16. Respondents using service combinations that include fixed broadband and voice had a lower intention to churn than those with standalone TV 17. The relationship between pay TV and OTT video 18. OTT video is usually adopted alongside pay-tv services 19. Netflix dominates the OTT video market in countries where it has launched, and appears to have few strong competitors elsewhere 20. Pay-TV operators should offer access to OTT video on their set-top boxes to enhance customer experience and improve retention Slide no. 21. Integrating Netflix into set-top boxes could reduce pay-tv churn by making it easier to view OTT video services 22. Devices and engagement with OTT video services 23. PCs and TVs have the highest engagement among users and Internetenabled TVs will increase the number of potential OTT video customers 24. Consumers now watch OTT video on three device types on average and expect a seamless multi-screen service 25. Smart-TV owners were most likely to use this device to watch paid-for online video content regularly, while tablets were more popular than PCs 26. Video streaming devices are most often used by smart-tv owners, which suggests that smart TVs do not yet have all the desired features 27. Methodology and panel information 28. Methodology 29. Panel information: France and Germany 30. Panel information: Poland and Spain 31. Panel information: Turkey and UK 32. Panel information: USA 33. About the authors and Analysys Mason 34. About the authors 35. About Analysys Mason 36. Research from Analysys Mason 37. Consulting from Analysys Mason

4 4 List of figures Figure 1: Countries covered individually in this report Figure 2: Reasons for not having a pay-tv service, by age group Figure 3: Penetration of the most popular paid-for online video services, by country Figure 4: Penetration of paid-for online video services, by device type Figure 5: Penetration of pay-tv services among respondents with TV sets, by country Figure 6: Reasons for not having a pay-tv service, by age group Figure 7: Reasons cited for intending to change pay-tv service provider in the next 6 months Figure 8: Net Promoter Score for pay-tv service providers, selected countries Figure 9: Intention to change pay-tv service provider within 6 months, by type of service bundle, including and excluding AT&T s customers Figure 10: Proportion of respondents with pay-tv or OTT services, or both, by country Figure 11: Penetration of the most popular paid-for online video services, by country Figure 12: Device types that respondents plug into their TV sets Figure 13: Intention to change pay-tv service provider within 6 months, with and without Netflix usage, UK Figure 14: Average hours of use per day, by device Figure 15: Device types used to access paid-for OTT video services, 2012 and 2014 Figure 16: Frequency of online video content access in the previous 3 months, by device type Figure 17: Interest in or ownership of smart TVs by ownership of video streaming device type

5 33 Executive summary Recommendations Pay-TV operators and customer retention The relationship between pay TV and OTT video Devices and engagement with OTT video services Methodology and panel information About the authors and Analysys Mason

6 34 About the authors Patrick Rusby (Research Analyst) is the lead analyst for Analysys Mason s SME Strategies research programme, and contributes to the Mobile Services programme within the Consumer research practice. His areas of specialisation for SME strategies are SME technology trends and adoption, enterprise mobility, SaaS and IaaS services for SMEs and unified communications. Within Mobile Services, Patrick focuses on the MVNO market and churn-reduction strategies for operators. Patrick was previously a Research Manager for Knowledge Peers, a peer learning platform helping SME CxOs share best practice in finance, technology and telecoms. He holds a Master s degree in Contemporary British Politics from Goldsmiths College, University of London. Martin Scott (Practice Head) leads Analysys Mason s Consumer Services research practice, which includes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research.

7 35 About Analysys Mason Knowing what s going on is one thing. Understanding how to take advantage of events is quite another. Our ability to understand the complex workings of telecoms, media and technology (TMT) industries and draw practical conclusions, based on the specialist knowledge of our people, is what sets Analysys Mason apart. We deliver our key services via two channels: consulting and research. Consulting Enterprise and M2M Regional markets Network technologies Telecoms software Consumer services Strategy and planning Regulation and policy Performance improvement Transaction support Our focus is exclusively on TMT. We support multi-billion dollar investments, advise clients on regulatory matters, provide spectrum valuation and auction support, and advise on operational performance, business planning and strategy. We have developed rigorous methodologies that deliver tangible results for clients around the world. For more information, please visit Research We analyse, track and forecast the different services accessed by consumers and enterprises, as well as the software, infrastructure and technology delivering those services. Research clients benefit from regular and timely intelligence in addition to direct access to our team of expert analysts. Our dedicated Custom Research team undertakes specialised and bespoke projects for clients. For more information, please visit

8 36 Research from Analysys Mason We provide dedicated coverage of developments in the telecoms, media and technology (TMT) sectors, through a range of research programmes that focus on different services and regions of the world. PRACTICES CONSUMER SERVICES ENTERPRISE AND M2M REGIONAL MARKETS NETWORK TECHNOLOGIES TELECOMS SOFTWARE STRATEGIES TELECOMS SOFTWARE MARKETS PROGRAMMES Mobile Services IoT and M2M Solutions Global Telecoms Forecasts Fixed Networks Analytics Software Strategies APPLICATION PROGRAMMES Revenue Management Infrastructure Solutions Mobile Devices EUROPE European Country Reports Customer Experience Management Software Strategies Service Assurance European Core Forecasts Wireless Networks Service Delivery Platforms Fixed Broadband and Multi-Play Software-Controlled Networking SME Strategies Telecoms Market Matrix Customer Care Service Fulfilment Next-Generation Services MEA The Middle East and Africa Spectrum Digital Economy Software Strategies Digital Economy APAC Asia Pacific CSP IT Strategies DATA PROGRAMMES Telecoms Software Market Shares Telecoms Software Forecasts Alongside our standardised suite of research programmes, our Custom Research team undertakes specialised, bespoke research projects for clients. The dedicated team offers tailored investigations and answers complex questions on markets, competitors and services with customised industry intelligence and insights. To find out more, please visit

9 37 Consulting from Analysys Mason For 30 years, our consultants have been bringing the benefits of applied intelligence to enable clients around the world to make the most of their opportunities. Our clients in the telecoms, media and technology (TMT) sectors operate in dynamic markets where change is constant. We help shape their understanding of the future so they can thrive in these demanding conditions. To do that, we have developed rigorous methodologies that deliver real results for clients around the world. AREA R EGULATION SPECTRUM P O L I C Y A N D A UCTION SUPPORT EXPERTISE Policy development and response Expert legal support Regulatory economic costing Radio spectrum auction support Margin squeeze tests Media regulation Research programmes Analysing regulatory accounts Postal sector costing, pricing and regulation Net cost of universal service Radio spectrum management Our focus is exclusively on TMT. We advise clients on regulatory matters, help shape spectrum policy and develop spectrum strategy, support multi-billion dollar investments, advise on operational performance and develop new business strategies. Such projects result in a depth of knowledge and a range of expertise that sets us apart. We help clients solve their most pressing problems, enabling them to go farther, faster and achieve their commercial objectives. To find out more, please visit T R A N SACTION SUPPORT P ERFORMANC E I MPROVEME N T STRATEGY A N D P L A N N I N G Commercial due diligence Performance analysis Commercial excellence Market research Market sizing and forecasting Regulatory due diligence Market analysis Benchmarking and best practice Technical due diligence Technology optimisation Transformation services Business strategy and planning National and regional broadband strategy and implementation

10 Published by Analysys Mason Limited Bush House North West Wing Aldwych London WC2B 4PJ UK Tel: +44 (0) Fax: +44 (0) Registered in England No All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher. Figures and projections contained in this report are based on publicly available information only and are produced by the Research Division of Analysys Mason Limited independently of any clientspecific work within Analysys Mason Limited. The opinions expressed are those of the stated authors only. Analysys Mason Limited recognises that many terms appearing in this report are proprietary; all such trademarks are acknowledged and every effort has been made to indicate them by the normal UK publishing practice of capitalisation. However, the presence of a term, in whatever form, does not affect its legal status as a trademark. Analysys Mason Limited maintains that all reasonable care and skill have been used in the compilation of this publication. However, Analysys Mason Limited shall not be under any liability for loss or damage (including consequential loss) whatsoever or howsoever arising as a result of the use of this publication by the customer, his servants, agents or any third party.

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