Content + Connectivity Consumer Insights

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Consumers face an ever-growing complexity of video service options when it comes to satisfying their video needs. They seek not more services and options – in fact, churn continues across pay TV services and is growing for many SVODs – but instead a centralized experience that can simplify, optimize, and personalize their viewing experience. CTAM and Magid Research conducted a qualitative and quantitative study which provides the playbook to effectively develop such a centralized experience.

Ten Key Findings

Consumer choice and challenge: We’ve created a (bundling) Frankenstein, and consumers currently cobble together the ideal entertainment package
Consumers are demanding innovation: Rooted in trust and convenience, not nickel and diming
At the heart of the innovation is the ISP – the dark horse capable of powering a singular connected experience
The connected central hub represents an opportunity to own the customer relationship with video….
…And beyond into many spaces Pay TV companies have never entered before
Bundling is critical to driving satisfaction which is strongly connected to churn
Singularity of content, billing, search and discovery = simplifying + amplifying the customer experience
What about loyalty and rewards? It is important to find ways to reset with core customers while driving new acquisitions and reasons to engage again or for the first time
Search and discovery algorithms should be prioritized, and social and community tools can provide further value and distinction
Improving the ad experience is long overdue

77% of consumers are interested in a central hub

84% of consumers cite ease of content discovery as important for choosing to subscribe to a video/service provider

The top 3 most important considerations in a bundle after mobile service include retail subscriptions (63%), audio service (60%), and gaming service (47%)

77% of total consumers are interested in a loyalty program

Bundling Opportunities Go Beyond Video

High appeal exists for consumers in product, service & subscription bundles—particularly with Internet, retail, telecommunications and music products and services:

At least six out of ten of consumers find mobile service (66%), retail membership (63%) or audio services (60%) to be the most important in bundle considerations followed by about half finding gaming (47%), home security (45%) and food delivery services (45%) important.
Rounding it out, education and learning services (40%), health and exercise (39%) and fantasy sports and gambling services (33%) are found to be the most important in bundle considerations.