& cplSiteName &

Nagra & Ampere Unveil 'TV Tribes'

Light Reading
News Wire Feed
Light Reading
11/14/2017
50%
50%

CHESEAUX, Switzerland -- NAGRA, a Kudelski Group (SIX:KUD.S) company and the world's leading independent provider of content protection and multiscreen television solutions, in partnership with Ampere Analysis, a leading UK-based TV industry research firm, today released “Television Tribes,” a study that reveals the new reality of pay-TV consumer viewing types and outlines how operators can unlock new revenue opportunities by catering to their complex needs with relevant content, experiences and technology. The study, which surveyed consumers across ten advanced countries globally, identifies five unique “Television Tribes”:

  • Content Connoisseurs – a young, affluent and tech-savvy early adopter group who want everything on demand and are willing to pay for it. They are also the most likely to churn.
  • Broadcast Bingers – a low-spending group best entertained when binge watching box sets
  • Digitally Detached – an older generation, harder to reach and least likely to spend money on pay-TV content
  • TV Traditionalists – a middle-aged group of linear TV consumers most interested in the big screen, and particularly in sports
  • Super Spenders – linear TV experts with money to spend to have full bundle access to content

    The research focuses on the Content Connoisseurs, the most valuable and fastest-growing consumer type, but also the most demanding, making up 24 percent of the global market. They are the biggest spenders, love their content and consume significantly more from SVoD sources than the average household. They want to assemble their own a-la-carte TV bundles and expect high-quality experiences across devices.

    Nearly 80 percent of Content Connoisseurs cite online video platforms as their main source of TV and film content. They also predict their household will stop watching linear TV completely within five years, but their love of content makes them the most likely Tribe to subscribe to pay-TV services.

    TV Traditionalists are the second most valuable Tribe for pay-TV operators. Representing 18 percent of market share, they are often overlooked in the multi-device and OTT era. This group is willing to pay for core TV services, including access to live sports and movies. They are also less likely to churn than any other Tribe, with only 9 percent saying they switched within the last six months.

    The study goes further to identify key actions operators can undertake to help defend their position in a fast-changing environment, including: stacking the right services for each market segment, leveraging IP and cloud technology to launch new on-demand services quickly and cost-effectively, delivering a class-leading multiscreen user experience by embracing data analytics to improve customer insight and personalisation. Securing premium content across all screens and fighting online piracy also take on a new dimension in a more demanding always-connected market environment.

    Nagra

    (0)  | 
    Comment  | 
    Print  | 
  • Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
    Featured Video
    Flash Poll
    Upcoming Live Events
    September 24-26, 2018, Westin Westminster, Denver
    October 9, 2018, The Westin Times Square, New York
    October 23, 2018, Georgia World Congress Centre, Atlanta, GA
    November 6, 2018, London, United Kingdom
    November 7-8, 2018, London, United Kingdom
    November 8, 2018, The Montcalm by Marble Arch, London
    November 15, 2018, The Westin Times Square, New York
    December 4-6, 2018, Lisbon, Portugal
    March 12-14, 2019, Denver, Colorado
    All Upcoming Live Events
    Partner Perspectives - content from our sponsors
    One Size Doesn't Fit All – Another Look at Automation for 5G
    By Stawan Kadepurkar, Business Head & EVP, Hi-Tech, L&T Technology Services
    Prepare Now for the 5G Monetization Opportunity
    By Yathish Nagavalli, Chief Enterprise Architect, Huawei Software
    Huawei Mobile Money: Improving Lives and Accelerating Economic Growth
    By Ian Martin Ravenscroft, Vice President of BSS Solutions, Huawei
    Dealer Agent Cloud – Empower Your Dealer & Agent to Excel
    By Natalie Dorothy Scopelitis, Director of Digital Transformation, Huawei Software
    All Partner Perspectives