Providing content across multiple platforms and devices – otherwise known as “TV Everywhere,” is a value-adding proposition for pay-TV providers, and now there’s data to back up that proposition. “Consumers who view content on multiple platforms and devices attach more value to service from their pay-TV provider than those who watch a TV set only,” according to a nationwide survey carried out by Hub Entertainment for cross-platform premium entertainment provider EPIX.
The value subscribers place on their pay-TV service rises along with the number of devices used to view content, EPIX found, increasing as much as “83% for viewers who access programming on multiple devices compared to those who watch on TV only.”
Seventy-one percent of those who view content on three additional devices as well as a TV believe pay-TV is an “excellent/good” value. That rises to 88% for pay-TV subscribers who view content on four devices as well as TVs. In contrast, 48% of those who view content on a TV only believe their pay-TV service is an “excellent/good” value.
Encouragingly for EPIX, survey results showed that multi-platform viewing increase the value subscribers attribute to EPIX’s premium entertainment: subscriber satisfaction rose over 50% among multi-platform and device viewers as compared to those who watch only on TV.
Sixty-two percent of TV-only EPIX subscribers said they were satisfied with the service. That rose to 80% for those who view EPIX via two or three devices, and rose further, to its highest level (94%), for those who access the network via four or more devices.
A joint venture formed by Viacom, its Paramount Pictures division, MGM Studios and Lionsgate, EPIX now provides subscribers cross-platform and cross-device access to new film releases and studio film library titles, as well as original films, comedies, music and sports events to over 30 million homes across the U.S. through distribution partners that include Charter Communications, Cox, DISH, Mediacom, NCTC, Suddenlink and Verizon FiOS.
“The results of this study illustrate the high value consumers are placing on multiplatform viewing and underscores the importance of delivering superior content along with the ability to make it available to consumers at their convenience on any platform,” EPIX chief of staff Nora Ryan was quoted as saying.
“As the entertainment viewing experience evolves, consumers are making new choices about how they want to consume content and forming new habits that include the desire to watch movies and TV shows anytime, anywhere and on multiple platforms.
“Flexibility is really important in the delivery and packaging of programming services and those distributors who recognize this will be able to increase the satisfaction levels of their customers. We remain committed to working closely with our operating partners to provide our authenticated subscribers access to the best content and extra features in all the ways they want it.”
EPIX’s multi-platform, multi-device content distribution capabilities also enhance the value subscribers place on their pay-TV services, according to the survey results. Over 80% of EPIX subscribers who view on game consoles or media players said that such capability enhances the value of their pay-TV service, according to EPIX.