PC-to-TV Video Viewers – A Consumer Snapshot

The Diffusion Group, January 2011, Pages: 54

Though PC-to-TV connectivity may be viewed by CE professionals as a bit unglamorous, the truth is that at least once a year, approximately one-third of adult broadband users connect a PC to their TV in order to view either PC-stored or net video on their TV. Built from a recent study of over 2,000 US broadband households, this report examines the surprising myths and realities surrounding the behaviors for “PC2TV Video Viewers.”

Things you will learn in this report:

- The four segments of PC-to-TV connectors
- The demographic profile of these users
- The impact of watching online video tend to watching DVR content
- The correlation between online video and monthly paytv spend
- The key differences and similarities between online video viewers and regular video subscribers
- Consumer willingness to pay for HD-quality video streaming

Executive Summary

1.0 Introduction
1.1 Preliminary Comments
1.2 Methodology

2.0 Identifying PC2TV Users

3.0 Weekly Television Viewing Habits among PC2TV Video Viewers
3.1 Regular TV Viewing Habits
3.2 DVR Use among PC2TV Viewers

4.0 PayTV Services Used among PC2TV Viewers
4.1 TV Service Subscriptions
4.2 Use of Value-Added PayTV Services
4.3 Monthly PayTV Expenses
4.4 Perceived Value of PayTV Services
4.5 Willingness to Downgrade PayTV Service
4.6 Willingness to Cancel PayTV Service
4.7 Online Video Viewing Habits of PC2TV Viewers
4.8 Platforms Used for Online Video Viewing
4.8.1 Desktop PC
4.8.2 Laptop/Notebook PC
4.8.3 TVs
4.9 Use of Specific Online Video Services by OVV Platform
4.9.1 Desktop PCs
4.9.2 Laptop/Notebook PCs
4.9.3 TVs

5.0 Online Video Expenses among PC2TV Video Viewers

6.0 Broadband and Home Network Profile of PC2TV Users
6.1 Speed of Residential Broadband Service
6.2 Proclivity to Spend More for HD-quality Familiarity with and Use of Managed Home Network Services

7.0 Demographic Profiles of PC2TV Users
7.1 Gender
7.2 Age
7.3 Ethnicity
7.4 Education
7.5 Household Income

8.0 Reflections

List of Exhibits

Exhibit 1 – Defining PC2TV Video Viewer Segments
Exhibit 2 – Weekly TV Viewing among PC2TV Users
Exhibit 3 – Weekly TV Viewing among PC2TV Segments
Exhibit 4 – Percent of Regular Weekly TV Viewing Spent Using a DVR
Exhibit 5 – Total DVR Viewing among PC2TV Segments
Exhibit 6 – PayTV Service Subscriptions among PC2TV Viewers
Exhibit 7 – PayTV Service Subscriptions among PC2TV Segments
Exhibit 8 – Use of Value-Added Pay TV Services among PC2TV Video Viewers
Exhibit 9 – Use of Value-Added PayTV Services among PC2TV Segments
Exhibit 10 – Monthly PayTV Expenses among PC2TV Video Viewers
Exhibit 11 – Monthly PayTV Expenses among PC2TV Segments
Exhibit 12– Perceived Value of PayTV Service among PC2TV Video Viewers
Exhibit 13 – Perceived Value of PayTV Service among PC2TV Segments
Exhibit 14 – Willingness to Downgrade PayTV Service among PC2TV Video Viewers
Exhibit 15 – Willingness to Downgrade PayTV Service among PC2TV Segments
Exhibit 16 – Willingness to Cancel PayTV Service among PC2TV Video Viewers
Exhibit 17 – Willingness to Cancel PayTV Service among PC2TV Segments
Exhibit 18 – Weekly Hours Spent Watching Online Video, Regardless of Device
Exhibit 19 – Weekly Hours Spent Watching Online Video by PC2TV Segment
Exhibit 20 – Weekly Online Viewing by Desktop PC among PC2TV Video Viewers
Exhibit 21 – Weekly Online Viewing by Desktop PC among PC2TV Segments
Exhibit 22 – Weekly Online Viewing on Laptops/Notebooks among PC2TV Video Viewers
Exhibit 23 – Weekly Online Viewing on Laptops/Notebooks among PC2TV Segments
Exhibit 24 – Weekly Online Video Viewing on TVs among PC2TV Video Viewers
Exhibit 25 – Weekly Online Video Viewing on TVs among PC2TV Segments
Exhibit 26 – Use of Specific Online Video Services by Device – Desktop PC
Exhibit 27 – Use of Specific Online Video Services by Device – Laptop/Notebook
Exhibit 28 – Use of Specific Online Video Services by Device – TV
Exhibit 29 – Monthly Expenses for Online Video
Exhibit 30 – Monthly Expenses for Online Video among PC2TV Segments
Exhibit 31 – Devices Used to Watch Online Video on TV by PC2TV Segment
Exhibit 32 – Broadband Speed among PC2TV Video Viewers
Exhibit 33 – Broadband Speed by Frequency of PC2TV Video Use
Exhibit 34 – Likely Additional Spend for HD-Quality Online Video by Frequency of PC2TV Use
Exhibit 35 – Gender among PC2TV Users
Exhibit 36 – Gender of PC2TV User Segments
Exhibit 37 – Age of PC2TV Users
Exhibit 38 – Age of PC2TV User Segments
Exhibit 39 – Ethnicity of PC2TV Users
Exhibit 40 – Ethnicity by PC2TV User Segment
Exhibit 41 – Education Level among All PC2TV Users
Exhibit 42 – Education by PC2TV User Segment
Exhibit 43 – Annual Household Income among PC2TV Video Viewers
Exhibit 44 – Annual Household Income by PC2TV User Segment

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