The survey, which again shows that consumers are price sensitive, above all else, this time found that consumers are indeed interested in a multi-screen video experience. Almost 10 percent of the survey respondents said they would like a service that allowed them to view shows and content outside the home -- via the Internet or mobile devices -- even at a price of $10 per month.
Why it matters
"This is really interesting, because $10 is a high price point," Kishore says. And as price sensitive as consumers are about pay TV generally, he says, this shows that if an operator can provide a differentiated service, it can stand out even in a market dominated by cable incumbents.
Kishore says that as long as the economic climate is challenging, price will continue to be the primary factor in whether consumers switch pay-TV providers and what pay-TV services they choose. "Price is never going to be less than No. 1," Kishore told Light Reading yesterday. "What matters here is the gap between price and everything else."
For more on consumer attitudes toward pay-TV providers, see these stories:
- Heavy Reading's Adi Kishore: Powerful Pay TV Perceptions
- Telcos & TV: Will Going Everywhere Take Us Somewhere?
- Web & Mobile Will Change Pay TV
- JD Power Ratings Not All Sunshine for Telcos
- TelcoTV: Bundle Up – It's Competitive Out There
- AlcaLu in Recovery Mode