TV everywhere awareness grows
More or less half of US multichannel video programming distributor (MVPD) customers aged 18 to 64 are now aware of TV everywhere features a new survey by CTAM has revealed.
The study, conducted by Hub Entertainment Research, also showed that a similar percentage (49%) of MVPD customers say the availability of TV everywhere makes them feel more positive about their service providers and 44% of MVPD customers have verified at least once to view TV content in the past six months. The survey also revealed that 55% say TV everywhere makes the MVPD subscription a better value for the money and three-fifths say TV everywhere makes a subscription to a premium network better value.
"The combination of rapid growth in available content, a record number of viewers watching major sporting events on multiple devices, and a unity of purpose through CTAM's TV Everywhere initiative is putting the category on a fast-track to success," said John Lansing, CTAM president and CEO. "The CTAM/Hub research establishes new benchmarks, and is a rallying call for the industry to collaboratively and aggressively communicate the extraordinary value of TV Everywhere."
"Customers clearly love the ability to view TV shows, sports, and news on multiple devices, but the impact of TV Everywhere reaches beyond satisfaction with the service itself," remarked Hub Entertainment Research partner Peter Fondulas. "This research uncovers a significantly positive halo effect on value perceptions. By educating customers that TV everywhere comes at no additional cost and fundamentally expands the viewing experience, cable companies and networks have an unusual opportunity to create deeper, more durable relationships with consumers," added Hub principal Jon Giegengack.
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