A survey of consumers on behalf of Imagen has found 24 per cent think traditional TV will eventually cease to exist.
Imagen spoke to 1000 consumers as part of the survey about their views on the future of TV and streaming services.
They found nearly a fifth (17 per cent) believe there will eventually be too many streaming services to choose from, resulting in people returning to traditional TV – despite a quarter of them saying they think traditional TV will die out.
“While traditional linear TV has seen a resurgence in recent months due to Covid-19 lockdowns, this won’t always be the case. We are already seeing some traditional TV providers forging partnership with streaming services to create a more attractive offering,” said Charlie Horrell, Imagen CEO. “While customers will still be required to pay for the additional streaming platforms, it makes the process of accessing that content more convenient, with 25 per cent of consumers believing we’ll see more of these partnerships in the future.”
Meanwhile, 29 per cent of those surveyed would be more inclined to subscribe to more streaming platforms if they were bundled.
“The OTT market has become increasingly competitive over the last year, with the likes of Apple TV Plus and Disney Plus launching, therefore, it’s critical to streaming platforms’ survival that they respond to consumer demand,” added Horrell. “Partnering with other streaming services or indeed traditional broadcasters – like Sky has already done with Netflix and Disney Plus – to offer bundles will allow OTT providers to present a more captivating offering and appeal to more customers.”