State of OTA - FOCUS Black 2022

Report
43 Pages
October 2022
Region: Global
Horowitz Research
ID: 5807211

As cord cutting continues to rise, this study explores the role of over-the-air content and antennas in the Black viewing ecosystem. The FOCUS Black: State of OTA 2022 study dives into behaviors around antennas, motivations for getting (or not) getting antennas, and the potential impact of antennas on pay TV subscriptions. The survey was conducted in October 2022 among 1,600 TV content viewers 18+ who have at least one TV set in the home and are decision makers, 334 among Black TV content viewers; with an oversample that resulted in 855 antenna owners, 232 among Black antenna owners. The data have been weighted to ensure that the results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

1. The Antenna Universe - Black Antenna Owners: Who They Are & What They Have

1.1 Sizing the Antenna Owner Universe - Overall and By Key Segments
1.2 Antenna Profile: Length of Antenna Ownership, Type of Antenna Owned
1.3 Viewing Profile of Antenna Users: TV Viewing Devices/Services in the Home, Share of Weekly Viewing by Platform (Antennas, Streaming, Traditional MVPDs), Services Used to Stream
1.4 Reasons MVPD Subs and MVPD Non-Subs Use an Antenna
1.5 Perception of Number of Channels Received via Antennas
1.6 Satisfaction with the Antenna Experience - Overall and for Specific Attributes
1.7 Future Plans Regarding Antennas and MVPD Services

2. The Potential: Attitudes Towards Antennas Among Black Non-Antenna Owners

2.1 Knowledge of Antennas
2.2 Perceived Number of Channels Antennas Can Receive
2.3 Intentions to Get an Antenna and Impact of Getting an Antenna on MVPD Subscription

3. Local Content

Interest in News and Information Areas of Coverage
Interest in Types of Hyper-Local Content

4. Password Sharing & Piracy

4.1 Access and Subscription to SVOD Services
4.2 Log-in Borrowing/Cost Sharing of SVOD Services
4.3 Willingness to Pay Full Price for Services if Sharing/Borrowing wasn’t possible
4.4 Perceived Value for the Money for SVOD Services
4.5 Usage of Pirated Services to Watch Content at Least Occasionally
4.6 Content Watched on Pirated Sources
4.7 Attitudes Toward Consuming Content via Unauthorized or Unofficial Sources

5. 5G Home Internet

5.1 Incidence of 5G Home Internet Subscription
5.2 Awareness of 5G Home Internet Service
5.3 Likelihood to Consider 5G Home Internet Service From a Mobile Provider

Table of Contents

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