Survey: Consumers overwhelmed by pay-TV choice

TiVo-owned Digitalsmiths have announced the results of its Q4 2014 Video Trends Report, which found that almost one-third (30.9 percent) of consumers surveyed are overwhelmed by the number of channels offered to them and 88.2 percent consistently watch the same channels. Despite the ever growing choice of pay-TV content, 46% percent of respondents spend 10 minutes or more channel surfing per day, but a resounding 80.3% of consumers still watch only 10 or fewer channels.

“Consumers are increasingly frustrateed with the user experience delivered by pay-TV providers,” says Ben Weinberger, co-founder of Digitalsmiths. “Leading providers strive to address this ongoing issue by creating intuitive, second screen applications that support next generation video discovery solutions. However, with the vast majority of content viewing still happening via the set-top box, until next generation IP based set-top boxes are deployed to the masses, consumer frustration may lead to increased departures to third-party service providers.”

Based on several quarters of data, VOD rentals from pay-TV providers are appearing to level off, with a consistent 72% to 73% ordering zero movies from their pay-TV providers. Digitalsmiths believes this is an enormous threat, and one that speaks to the need for consumer-facing improvements. However, some positive news for cable/satellite providers is that only 19.6% of respondents are unhappy with their current provider. While dissatisfaction issues decreased slightly for the third quarter in a row, the top two reasons remain the same: “increasing fees for cable/satellite service” and “increasing fees for Internet service.” Following in a close third was “bad channel selection.”

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