New research from TiVo suggests pay-TV customers fall into two categories, fickle or loyal, and it's up to video providers to understand the difference and craft specific messages for each.
In the company's 2017 survey of pay TV and over-the-top (OTT) customers, TiVo questioned 8,500 customers from seven countries around the world.
TiVo found there are two distinct groups of customers: those who are loyal and fickle newbies. Loyal customers have been with their pay-TV provider for over four years, with 42 per cent of the survey's Western European respondents falling in that category.
However, one in four consumers who have had pay-TV services for less than 12 months are “extremely likely” to cord cut or cord shave in the next six months.
The report found that in Western Europe, long-term pay-TV subscribers are much more likely to be Baby Boomers instead of millennials. It also discovered that of the respondents who have been with their pay-TV provider for over four years, just 42 per cent also subscribe to an OTT service.
TiVo also reports that more than 38 per cent of viewers shut down and turn off their devices altogether when they can’t find something to watch. Half of the respondents “strongly agree” that, for the amount they pay for their TV service, it should be easier to find what they want to watch, while 26 per cent said they would pay more each month for a service that simplified video discovery across all the services they subscribe to.
In terms of how to make viewers more aware of what they can watch on their TV service, 60 per cent of those who responded to the survey globally and own a voice remote said they use it every day.
The research findings were the result of an online survey, conducted by TiVo Corporation, of 8,500 pay-TV and OTT subscribers across seven countries worldwide with 2,500 interviews completed in the US, and 1,000 interviews completed each in the UK, France, Germany, Brazil, Mexico, and Colombia.