Report: Consumers Up on Pay and Ad-Supported Digital TV20 Apr, 2009 By: Chris Tribbey
Give TV fans a breadth of options for watching their content, and they’ll pay for it. But service providers who make it hard for customers to watch their favorite shows when they want, or how they want, do so at their own risk.
That’s according to a global TV consumer study from Accenture, which shows that while viewing of broadcast content is growing across the board — even on traditional TV — more people are watching more channels and want to watch content on more devices, especially computers and mobile phones. About half of respondents said they are willing to pay for digital services, while 40% said they would watch ads in exchange for free content. Three quarters of all respondents said they watch the same programs on one channel, indicating brand loyalty.
DVD, however, may pay the price this year when it comes to consumers’ media spending: Physical media saw a 6% drop compared to last year, when it came to what types of media consumers would be spending their money on.
“Consumers are making choices based on what they’ve tried, liked and rejected and are now selecting content and its delivery platforms,” said David Wolf, senior executive with Accenture. “Providers face an urgent need to capture consumer loyalty now — and respond to changing consumption habits — or face playing catch-up against other content delivery choices.”
The study — the Global Broadcast Consumer Survey — took the TV pulse of more than 14,000 consumers from 13 countries, including the United States. In the United States, Germany and the United Kingdom, up to 71% of respondents expressed interest in mobile content. That’s compared to a high of 26% in less-developed countries.
“The modes of consumption that provide an alternative to the traditional TV experience are becoming part of everyday life rather than the occasional novelty,” Wolf said.
For more information on the study, visit www.accenture.com/broadcastsurvey.