It is a time of great experimentation for the streaming market. With more streaming services creating and offering original content, programmers are finding new ways to reach consumers, who in turn are rethinking how they watch television. What does the future look like for streaming services and consumer adoption in an increasingly crowded market?
Altman Solon’s Consumer Video Survey, which gathered insight on video service purchasing decisions from over 5,000 consumers in the United States, found that while individuals are moving towards cutting the cord, the continued decline in Pay TV subscribers may be less than expected. A new scenario-based feature of the survey presented respondents with different menus of video options that varied in price and content, measuring the potential impact that changes in content offerings have on consumer purchasing decisions. After nearly ten different content iterations presented, the greatest impact of Pay TV content potentially moving to streaming services is early on, with fewer cord cutters after each iteration – suggesting a surprising resiliency for Pay TV.
Join Partner Matt Rivet and Director Patrick Redmond discussing our Consumer Video Survey and the expected and unexpected trends evident in the survey findings.
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Leadership & Oversight