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U.S. Communication & Entertainment Insights Program
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THE EVOLUTION OF VIDEO NATIONAL TRACKING STUDY
Purpose Centris' Evolution of Video program was designed to provide marketers with the base information needed to understand the changing video market, as well as an efficient research program to acquire company specific market research.
Program Components Centris' core program consists of a quarterly executive report, an executive briefing and research cross tabs. As a program extension, clients can obtain one time or ongoing tracking research by re-contacting Centris' research panelists.
Methodology The information included in Centris' Evolution of Video National Tracking Study is obtained from ongoing survey, which includes approximately 24,000 internet household interviews per quarter. The results are projectable to the entire internet household population. The results are supplemented with information obtained from Centris' Omnibus Survey program. This addressed based sampling program runs on a daily basis collecting approximately 24,000 annual interviews. The results are projectable to the entire U.S. household population.
The Research Hypothesis The video market in the United States is changing. New technology (tablet, computers, gaming systems, smartphones) as well as increasing broadband speeds, are facilitating delivery to the consumers of more relevant and cost effective viewing choices. Additionally, they are allowing “anytime, anywhere” viewing options. As a result, the US Pay TV model is evolving where some consumers will remain with their Pay TV providers, while other consumers will split their consumption between Pay TV and using entertainment products provided over the internet from content providers (Over the top consumption or OTT). In addition, some consumers will opt not to use Pay TV services relying solely on content provided over the internet.
This change is increasing the level of competition for Pay TV providers and expands distribution options for content providers. The major competitive rivalry in the linear video market has been cable, satellite and Telco video providers. Now, consumers can downgrade or eliminate their video spending with Pay TV providers and obtain alternative programming directly from content providers or content aggregators. This will have an impact on Pay TV provider subscriber counts and revenue per subscriber.
Content providers are evaluating if they will distribute their content solely through established Pay TV channels or look to set up alternative distribution models on a direct basis or with aggregators. Pressure will develop to expand this option as new direct to the consumer players enter the market stimulating demand (e.g. Apple, Google, and Amazon).
Users of the Evolution of Video National Tracking Study Include:
• A satellite company that wants to understand the dynamics of content distribution changes
• A media company that wants to understand the technology used by its clients for viewing
• A premium channel provider who wants to supplement its custom research with ongoing tracking data
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If you have any questions about purchasing Centris' Evolution of Video Report, or need more information, contact Lauren Leavitt via email at lleavitt@centris.com or call 267.558.3190 |
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