Four in Ten (39%) Broadband Users Watch TV Online or on Handhelds Weekly; One Quarter (25%) Watch Almost Every Day
7% of Younger Broadband Users Are Already Considering Eliminating Pay TV, and Many More Say They Might, as More Content Becomes Available
Larchmont, New York, November 16, 2010–Weekly incidence of going online or using a handheld device to watch TV content has risen from 34% in 2009 to 39% among broadband users, reveals some of the latest data from Horowitz Associates’ Multiplatform Content and Services study, which has tracked the adoption and impact of consumers’ ability to access video and TV content on alternative platforms since 2005. In this study of over 800 broadband users, overall penetration of video-enabled handheld devices has reached 78% overall, 84% of 18-34 year-olds, and 94% among 15-17 year-olds.
The recently released 2010 edition of this report finds that a full quarter (25%) of broadband users watch TV content online or on handheld devices daily/almost daily—a number that increases dramatically among younger broadband users. Over one-third (37%) of 18-34 year-olds and over four in ten (44%) of 15-17 year-olds watch TV on an alternative platform on a daily/almost daily basis.
Impact on Pay TV Subscriptions
Despite growth in incidence of watching TV on alternative platforms, consumers report, on average, only about 3% of total viewing on these platforms, while the lion’s share of viewing still happens in front of TVs. At the same time, this survey reveals that already one in every fifteen young people (7% of 18-34 year-olds) is currently considering cancelling their TV service. An additional 19% of 18-34 year-olds would consider canceling their TV service if more of their favorite content became available online. This translates to 22% of broadband users overall who could, potentially, abandon pay TV in favor of alternative platforms.
“The data clearly show that when it comes to the next generation of multichannel customers, we should be concerned about the ongoing and future value of the video/pay-TV elements of our service offerings, and the strategies in place to deal with it,” notes Howard Horowitz, President of Horowitz Associates. “The penetration and usage of alternative viewing technology is reaching a tipping point, and the measurable impact on how the TV product is viewed will inevitably follow.”
About the Study
These findings represent only a small part of Multiplatform Content and Services 2010. This report details the findings from the eighth annual survey on high speed broadband services and broadband TV content conducted in July 2010. The survey was conducted online among high speed Internet users 18+ with Internet access at home across the entire United States, with an additional sample of high speed Internet users ages 15-17.
About Horowitz Associates, Inc.
Horowitz Associates (www.horowitzassociates.com) is a market research company providing consumer research to the cable industry since 1985, with expertise in adoption of television, broadband and multiplatform content, services, and technologies. The firm is well-known for multicultural and Hispanic research. Publisher of syndicated studies includingState of Cable and Digital Media, Multiplatform Content and Services, FOCUS: Latino, and FOCUS: African America.