TDG: Six in Ten iSTB Intenders Inclined to Buy Device to Replace Traditional Pay-TV Service
Six in Ten iSTB Intenders Inclined to Buy Device to Replace Traditional Pay-TV Service
More than Half of Internet Set-top Box Intenders Influenced by Desire to Replace Their Current Pay-TV Service
(Plano, Texas) October 23, 2013 – According to TDG’s most recent consumer research project, Video Behavior in the Age of Quantum Media, of the 28% of consumers likely to purchase an Internet set-top box (iSTB) in the next six months, 56% indicate their motivation is due in some degree to their desire to use streaming video services as a replacement for their traditional pay-TV services.
“Internet set-top boxes are built specifically to bring a variety of video services and other applications to your TV set,” notes Michael Greeson, co-founder of TDG. “It should be of no surprise to see such correlations. It is, however, surprising to see the extent to which it holds.”
As illustrated, 56% of iSTB Intenders agree that “the replacement factor” is weighing on their purchase inclinations (38% slightly, 17% completely). This is significantly greater than similar data regarding the 32% of consumers that qualify as Game Console Intenders (those to varying degrees likely to purchase a game console in the next six months). Among this segment, 23% slightly agree and 9% completely agree that the replacement fact is weighing on their decision.
Greeson adds, “Given the breadth of content and applications, not to mention the extremely low prices, these devices offer an attractive OTT platform for those inclined to cancel their pay-TV service.”
This data was drawn from TDG’s Video Behavior in the Age of Quantum Media, a detailed examination of video viewing in the world of multi-conduit, multi-context, multi-screen availability, with specific treatment of net-connected TVs, tablets, and smartphones. For more information about this study, contact Laura Allen Phillips or visit our website at www.tdgresearch.com.