"There was also widespread interest among consumers for bundles of content as a
way of reducing costs and improving the viewing experience by making it easier
to access content. Only 26% said they preferred a la cart subscriptions, while
48% said they preferred small bundles such as the Disney bundle of ESPN,
Disney+ and Hulu, and 28% said they liked larger bundles through providers like
Verizon and Comcast."
"A la carte" with streaming is totally different from what "à la carte" meant
with legacy MVPDs. With streaming, in essence, having multiple streaming sites
to choose from *is* à la carte. You choose the site(s) that provide you with
the bundles you want. With legacy MVPDs, you only had one restaurant in which
to order. If people now do not insist on à la carte, it's only because they
already enjoy that feature when they choose their streaming preferences.
"Overall, 51% said they were extremely likely or very likely to subscribe to
the streaming service with ads. The percentage of those who were extremely or
very likely to subscribe to ad-supported services varied only slightly by age
among Gen Z (48%), millennials (49%), Gen X (47%) and boomers (39%).
"The overwhelming top reason for adopting a lower cost ad supported services
was cost (59%), followed "used to ads everywhere" (25%) and content break
(12%). Among those who would not settle for the lower cost ad tier, 50% said
they disliked ads and 48% said it reduces enjoyment."
Yeah, but let's get real. At least so far, you can pick and choose the
streaming sites with the least annoying ad breaks. It's one of the
differentiating features among streaming sites. Having to put up with maybe
one, two, or rarely more than three 30-second ads is hugely different from
having to put up with multiple minutes of ads on old-school ad-supported TV.
There was one new show streaming on cbs.com which had something like 240-second
ad breaks during the pilot episode of the show. It was crazy. I was ready to
quit watching that show forever. Yet, it was not unlike broadcast TV. (With
broadcast TV, the good news was you could fast-forward your PVR through the ad
breaks.)
Less is more. Short ad breaks, you can hope the viewer is actually watching.
Long ad breaks are a real loser. Figure it out.
Bert
------------------------------------------
https://www.tvtechnology.com/news/study-one-third-of-pay-tv-subs-plan-to-cut-the-cord-in-2024?utm_term=A906106E-4210-45D6-B2D9-35E86D08100D&lrh=f123d4ff3f2c8ce256e34b05ee7ef12a330091dfbb8be1247c6fa70530642f19&utm_campaign=241BFF69-1938-421F-A5A7-DCA24C4C53CF&utm_medium=email&utm_content=ECB32762-C805-4E8B-B22E-DE93694097EB&utm_source=SmartBrief
Study: One Third of Pay TV Subs Plan to Cut the Cord in 2024
By George Winslow published 1 day ago
New Disqo survey also finds that 21% plan to reduce their streaming services in
2024 while 79% will maintain or increase them
As advertisers and media players plot their strategies for 2024, a new survey
from Disqo offers a plethora of data on consumer attitudes and their plans for
accessing media and entertainment content in 2024. Key data points include the
finding that one third of pay TV subs said they plan to cut the cord in 2021
and only 21% said they plan to increase their streaming subscriptions.
The survey found broad acceptance of ad-supported streaming services,
particularly as a way to save money. But it also highlighted the fact that
negative views towards advertising are still widespread.
Overall, 51% said they were extremely likely or very likely to subscribe to the
streaming service with ads. The percentage of those who were extremely or very
likely to subscribe to ad-supported services varied only slightly by age among
Gen Z (48%), millennials (49%), Gen X (47%) and boomers (39%).
The overwhelming top reason for adopting a lower cost ad supported services was
cost (59%), followed "used to ads everywhere" (25%) and content break (12%).
Among those who would not settle for the lower cost ad tier, 50% said they
disliked ads and 48% said it reduces enjoyment.
About 41% said they had neutral feelings about brands who advertised on
streaming services, but 45% said they were either annoyed (28%) or worried
(17%) about brands advertising on streaming services. Only 33% expressed
positive feelings about brands advertising on streaming, including just 5% who
said they were "excited" about the trend.
The researchers said that widespread negative feelings about ads combined with
the willingness of most consumers to adopt ad supported tiers as a way to save
money meant that advertisers need to prioritize the viewing experience by
adding interactive features such as QR codes and keeping the ads relevant to
the audience.
The study also documented the rapid decline of pay TV services, with only 41%
of all respondents still maintaining a pay TV subscription. Only 35% of those
in the Gen Z age group were pay TV subs. Even among the boomers, only 47% had
not cut the cord.
In contrast, nearly nine in ten adults (88%) had a streaming subscription.
The survey also found that the crackdown on password sharing had reduced
account sharing. Only 30% reported streaming through someone else's account.
There was also widespread interest among consumers for bundles of content as a
way of reducing costs and improving the viewing experience by making it easier
to access content. Only 26% said they preferred a la cart subscriptions, while
48% said they preferred small bundles such as the Disney bundle of ESPN,
Disney+ and Hulu, and 28% said they liked larger bundles through providers like
Verizon and Comcast.
----------------------------------------------------------------------
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