US TV Viewer Survey: Online Bids to Usurp Pay-TV
In-Stat/MDR, October 2007, Pages: 90
Will online entertainment services have an impact on today’s subscription and premium TV markets? We recently fielded a survey of 1,266 consumers who have a broadband connection, a TV set, and are 18 years of age, or older. Within the next three years, more than 16 million US TV households may be using their broadband service more than they use their TV sets today.
Other important top line findings include:
-Nearly 40% say 'This is the first I’ve heard of' the US Analog TV cut off mandate. (See FCC web site: http://www.dtv.gov, Digital TV Transition organization: http://www.dtvtransition.org)
-41.2% of respondents don’t get enough international content
-Younger women, and most men, want more international content
-Up to 30% would drop Subscription TV and use the Internet for TV
-The main types of programs being viewed are movies, news, comedies and dramas.
-40% of respondents have at least one wide-screen High Definition TV (HDTV) set
-Consumers reported movies as their number one program choice on TV
-73% of respondents watch local TV news programs
-One-third watch 24-hour News
-Two-thirds of respondents watch National Network News, read a local newspaper, or use an Online news site
Executive Summary
Subscription TV Market to be Impacted by Online Alternatives
A Note about our Terminology
Quick Overview of the Survey and Preliminary Results
Profile of Respondents by Age Segment
Profile of Respondents by Number of TV sets in Residence, by Household Income Level, and by Type of Living Area
Analysis of Number of TV Sets in Primary Residence by Segment
Profile of Respondents by Number of Wide-Screen High Definition TV sets in Residence, by Household Income Level, and by Type of Living Area
Number of Hours TV Set is “On” During a Typical Week Day
Three Categories of Viewing Time: Light Viewers, Medium Viewers, Heavy Viewers
Comparison of Time that TV is On by Gender and Household Income
The Effect of Having Children on Hours Spent Viewing TV
How Viewing Habits Change on Weekends
Seven Sources for DVD and DVD-Related Content
Are You Getting Enough International Programming and Information Provided by US Television Services? 41.2% Said “No”
Which Genders and Age Groups Don’t Get Enough International Content?
Which Genders and Household Income Levels Don’t Get Not Enough International Content?
Not Enough International Content by Living Area
Not Enough International Content by Those with HDTVs, by Gender, by Viewing Hours Per Day
What this Question about International Content Means for TV Programmers
More Viewing Minutes by More “Eyeballs” Means More Money for TV Programmers
Demographic Summary of Opportunity for International Programming and Content
Questions about February 17, 2009 Analog TV Cut Off
Type of TV Delivery Service Being Used at Primary Residence
Awareness of Analog Cutoff Coming February 17th, 2009
39.2% of Respondents Report “This is the First I’ve Heard of It”
Females, in General, Not Aware Of Analog Cut Off
Awareness of Analog Cut Off by Gender and Age Group
Respondent Awareness of Analog Cut Off by Gender and Household Income
Respondent Awareness of Analog Cut Off by Gender and Type of Living Area
Demographic Summary of Awareness of US Analog TV Cut Off
First I’ve Heard of it
Heard of it
Aware of it
Where to Go for More Information about US Analog TV Cut Off
Type of TV Delivery Service to TVs in Primary Residence
Monthly Fee for Subscription TV Service by Gender, by Household Income Level
Monthly Fee for Subscription TV Service by Gender, by Type of Living Area
Attitudes About Displacing Subscription TV Service with TV Delivered via Broadband Through a PC or Gateway to a TV Set
Number of Broadband Households Who Might Cancel Subscription TV
Likelihood of Using Online Entertainment Services More than Your TV Service in Three Years Time
Number of Broadband Households Who Might Use Online Entertainment More than Their TV Service
Further Discussion about Displacing Subscription TV with Online Entertainment Alternative
What People Reported Watching On TV
What Females Reported Watching, by Household Income Level
What Males Reported Watching, by Household Income Level
How Respondents Get Movies, by Gender, by Household Income Level
How Respondents Get News, by Gender, by Household Income Level
Methodology
More Detailed Data from This Survey Can Be Made Available
Related Reports
Offices
List of Tables
Table 1. Number and Percentage of Respondents by Age Group: All, Female, Male
Table 2. Number of Respondents and Number of TV Sets in Primary Residence (All, by Household Income Level, by Type of Living Area)
Table 3. Percentage of Respondents and Number of TV Sets in Primary Residence (All, by Household Income Level, by Type of Living Area)
Table 4. Number of Respondents and Number of Wide-Screen HDTV Sets in Primary Residence (All, by Household Income Level, by Type of Living Area)
Table 5. Percentage of Respondents and Number of Wide-Screen HDTV Sets in Primary Residence (All, by Household Income Level, by Type of Living Area)
Table 6. Number of Respondents Reporting Number of Hours Per Day TV is ON (All, by Household Income Level, by Type of Living Area)
Table 7. Percentage of Respondents Reporting Number of Hours Per Day TV is ON (All, by Household Income Level, by Type of Living Area)
Table 8. Low-End and High-End Hours-per-Day Viewing Segments (All, by Household Income Level, by Type of Living Area)
Table 9. Percent of Respondents in the Three Viewing Categories (All, by Household Income Level, by Type of Living Area)
Table 10. Viewing Hours by Gender and by Household Income (All, by Gender, by Household Income)
Table 11. Viewing Hours by Gender (All, With No Kids, Kids At Home, Kids Left Home)
Table 12. Change in Viewing Hours on Weekends (All, by Gender, by Household Income Level)
Table 13. Usage of Seven Sources for DVD and DVD-Related Content (All, by Gender, by Household Income Level)
Table 14. Are You Getting Enough International Content from US TV Programming Services? (Number of Respondents by Gender, by Age Group)
Table 15. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents by Gender, by Age Group)
Table 16. Percentage of Respondents Showing Female/Male Side-by-Side, by Age Group
Table 17. Percentage of Respondents Showing Female/Male Side-by-Side, by Age Group (Only Respondents who replied ?Yes? or ?No,? excluding ?Don?t Know?)
Table 18. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents by Gender, by Household Income Level)
Table 19. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents by Gender, by Type of Living Area)
Table 20. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents with HDTVs, by Gender, by Viewing Time per Day)
Table 21. Number of Respondents Reporting Type of TV Program Delivery Service Being Used (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Table 22. Percentage of Respondents Reporting Type of TV Program Delivery Service Being Used (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Table 23. Number and Percentage of All Respondents Reporting Level of Awareness about US Analog TV Cut
Table 24. Number of Respondents Reporting Their Awareness About US Analog Cut Off Mandate (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Table 25. Percentage of Respondents Reporting Their Awareness About US Analog Cut Off Mandate (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Table 26. Number of Respondents Reporting Awareness of US Analog Cut Off (By Age Group, by Level of Awareness)
Table 27. Percentage of Respondents Reporting Awareness of US Analog Cut Off (By Age Group, by Level of Awareness)
Table 28. Percentage of Respondents Reporting Awareness of US Analog Cut Off (By Age Group, by Level of Awareness)
Table 29. Percentage of Respondents Reporting Awareness of US Analog Cut Off (All Respondents, by Gender, by Household Income Level)
Table 30. Percentage of Respondents Reporting Awareness of US Analog Cut Off (All Respondents, by Gender, by Type of Living Area)
Table 31. Type of TV Delivery Service to Primary Residence (All, by Gender, by Household Income Level, in Percent)
Table 32. Type of TV Delivery Service to Primary Residence (All, by Gender, by Type of Living Area, in Percent)
Table 33. Monthly Subscription for Subscription TV Service to Primary Residence (All, by Gender, by Household Income Level, in Percent)
Table 34. Monthly Subscription for Subscription TV Service to Primary Residence (All, by Gender, by Type of Living Area, in Percent)
Table 35. Number of Respondents and Attitudes about Canceling Subscription TV for Broadband Alternative (All, by Gender, by Annual Household Income Level)
Table 36. Percentage of Respondents and Attitudes about Canceling Subscription TV for Broadband Alternative (All, by Gender, by Annual Household Income Level)
Table 37. Derated Percentage of Respondents and Attitudes about Canceling Subscription TV for Broadband Alternative (All, by Gender, by Annual Household Income Level)
Table 38. Percentage of All Respondents Attitudes about Canceling Subscription TV for Online Alternative (All Respondents, Percentage in each Segment)
Table 39. Approximate Number of US Households that Might Cancel Subscription TV for Broadband (Number of Households, in Millions, Percent who Might Cancel, Percent of all US Broadband Households)
Table 40. Number of Respondents Attitudes about Using Online Entertainment more than your TV Service (All respondents, by Gender, by Annual Household Income Level)
Table 41. Percentage of Respondents Attitudes about Using Online Entertainment more than your TV Service (All respondents, by Gender, by Annual Household Income Level)
Table 42. Derated Percentage of Respondents Attitudes about Using Online Entertainment more than your TV Service (All respondents, by Gender, by Annual Household Income Level)
Table 43. Percentage of All Respondents? Attitudes About Using Online Entertainment More than TV Service (All Respondents, Percentage in each Segment)
Table 44. Approximate Number of US Households that Might Use Online Entertainment More than TV Service (Number of Households in Millions, Percent who Might use Online Entertainment more than TV service, Percent of all US Broadband Households)
Table 45. Number of Respondents Top Three Types of Programming (All, by Gender)
Table 46. Percentage of Respondents Top Three Types of Programming (All, by Gender)
Table 47. Number of Female Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Table 48. Percentage of Female Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Table 49. Number of Male Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Table 50. Percentage of Male Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Table 51. Number of Respondents Choices of Ways to Get Movies (All, by Gender, by Household Income Level)
Table 52. Percentage of Respondents Choices of Ways to Get Movies (All, by Gender, by Household Income Level)
Table 53. Number of Respondents Choices of Ways to Get News (All, by Gender, by Household Income Level)
Table 54. Percentage of Respondents Choices of Ways to Get News (All, by Gender, by Household Income Level)
List of Figures
Figure 1. Respondents? Level of Awareness of US Analog TV Cut Off Coming on February 17, 2009
Figure 2. Percentage of Respondents by Age Group: All, Female, Male
Figure 3. Percentage of Respondents and Number of TV Sets in Primary Residence (All, by Household Income Level, by Type of Living Area)
Figure 4. Percentage of All Respondents With, or Without, Wide-Screen HDTV Sets in Primary Residence
Figure 5. Percentage of Respondents and Number of Wide-Screen HDTV Sets in Primary Residence
Figure 6. Percentage of Respondents Reporting Number of Hours Per Day TV is ON (All, by Household Income Level, by Type of Living Area)
Figure 7. Percentage of All Respondents in the Three Viewing Time Categories
Figure 8. Percentage of Respondents in the Three Viewing Time Categories (All, by Household Income Level, by Type of Living Area)
Figure 9. Viewing Hours by Gender and by Household Income (All, by Gender, by Household Income)
Figure 10. Viewing Hours by Gender (All, With no kids, Kids at home, Kids left home)
Figure 11. Change in Viewing Hours on Weekends (All, by Gender, by Household Income Level)
Figure 12. Usage of Seven Sources for DVD and DVD-Related Content (All, by Gender, by Household Income Level)
Figure 13. Is There Enough International Programming and Information Available from US TV Programming Services?
Figure 14. Female Interest in International Content Summarized for Each Age Group
Figure 15. Male Interest in International Content Summarized for Each Age Group
Figure 16. Percentage of Respondents Showing Female/Male Side-by-Side, by Age Group
Figure 17. Percentage of Respondents Showing Female/Male Side-by-Side, by Age Group (Only Respondents who replied ?Yes? or ?No,? excluding ?Don?t Know?)
Figure 18. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents by Gender, by Household Income Level)
Figure 19. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents by Gender, by Type of Living Area)
Figure 20. Are You Getting Enough International Content from US TV Programming Services? (Percentage of Respondents with HDTVs, by Gender, by Viewing Time per Day)
Figure 21. Percentage of Respondents Reporting Type of TV Program Delivery Service Being Used (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Figure 22. Percentage of All Respondents Reporting Level of Awareness about US Analog TV Cut Off
Figure 23. Percentage of Respondents Reporting Their Awareness About US Analog Cut Off Mandate (All respondents, by Gender, by Number of Hours per Day Viewing Pattern)
Figure 24. Female Awareness of Analog TV Cut Off Mandate Summarized in Each Age Group
Figure 25. Male Awareness of Analog TV Cut Off Mandate Summarized in Each Age Group
Figure 26. Percentage of Respondents Reporting Awareness of US Analog Cut Off (By Age Group, by Level of Awareness)
Figure 27. Percentage of Respondents Reporting Awareness of US Analog Cut Off (All Respondents, by Gender, by Household Income Level)
Figure 28. Percentage of Respondents Reporting Awareness of US Analog Cut Off (All Respondents, by Gender, by Type of Living Area)
Figure 29. Type of TV Delivery Service to Primary Residence (All, by Gender, by Household Income Level, in Percent)
Figure 30. Type of TV Delivery Service to Primary Residence (All, by Gender, by Type of Living Area, in Percent)
Figure 31. Monthly Subscription for Subscription TV Service to Primary Residence (All, by Gender, by Household Income Level, in Percent)
Figure 32. Monthly Subscription for Subscription TV Service to Primary Residence (All, by Gender, by Type of Living Area, in Percent)
Figure 33. Derated Percentage of Respondents and Attitudes about Canceling Subscription TV for Broadband Alternative (All, by Gender, by Annual Household Income Level)
Figure 34. Percentage of All Respondents Attitudes about Canceling Subscription TV for Online Alternative (All Respondents, Percentage in each Segment)
Figure 35. Derated Percentage of Respondents Attitudes about Using Online Entertainment more than your TV Service (All respondents, by Gender, by Annual Household Income Level)
Figure 36. Percentage of All Respondents? Attitudes About Using Online Entertainment More than TV Service (All Respondents, Percentage in each Segment)
Figure 37. Percentage of Respondents Top Three Types of Programming (All, by Gender)
Figure 38. Percentage of Female Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Figure 39. Percentage of Male Respondents Top Three Types of Programs (by Gender, by Household Income Level)
Figure 40. Percentage of Respondents Choices of Ways to Get Movies (All, by Gender, by Household Income Level)
Figure 41. Percentage of Respondents Choices of Ways to Get News (All, by Gender, by Household Income Level)
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