TiVo’s 2017 survey of pay-TV and OTT subscribers in the United States, Europe and Latin America found that respondents watch 4.4 hours of content per day. A considerable number of people are subscribers to pay-tv and ott as well. TiVo suggests that voice activated technology may be a useful tool in meeting challenges caused by the proliferation of content choices consumers face.
Subscribers to Pay-TV and OTT
The survey painted a picture of a demanding audience. For instance, 38% turn off their devices if they can’t find content they want to watch; half strongly agree that the amount they pay entitles them to be able to more easily find programming they want to watch; and 26% say they would pay more each month for simplified video discovery.
Key findings of the survey:
- One in four consumers who have had pay-TV services for less than 12 months are “extremely likely” to cord cut or cord shave in the next six months
- Fifty-five percent of pay-TV subscribers in the U.S. and 42 percent in Western Europe have had service with their current provider for four years or more
- In the U.S. and Western Europe, tenured pay-TV subscribers are much more likely to be Baby Boomers instead of Millennials. Among those in the U.S. who have been with their provider for four years or more, 51 percent are Boomers while only 11 percent are Millennials.
- In the U.S., 49 percent of those who have had their pay-TV service for four years or more subscribe to an OTT service.
The survey suggests that respondents like voice-controlled electronics and that this may be a key to increasing satisfaction. TiVo found that 60% of those who own a voice remote use it frequently or every day. The percentage of respondents who use other voice controlled software frequently or every day is high as well: home assistants are used by 64% of respondents who have them, wearable devices by 61% who have them and video apps by 59% of those who have them.
“When it comes to voice technology, we see broad appeal across all generations and this year’s survey findings validate that claim. We believe that voice will become the norm especially as voice assistants continue to enter homes and voice search technologies become more accurate and intuitive,” said Paul Stathacopoulos, TiVo’s Vice President of Strategy and Research.