Testing Price & Brand of Broadband TV Services
To date, over-the-top (OTT) TV offerings have primarily played a supplementary role in the TV experiences of US consumers. In the next few years, however, that will change. In fact, Intel is set to introduce its replacement-oriented OTT TV service in fall 2013, with other deep-pocketed brands like Apple, Google, and Microsoft due to follow.
This report discusses recent TDG research regarding the likelihood that adult broadband users (ABUs) would sign up for a compelling OTT TV service as a replacement for their traditional pay-TV service if the price is right. As well, it examines the impact that particular brands of virtual operators might have on these proclivities.
For further information or questions, please contact Laura Allen Phillips.