Q2 2017 Video Trends Report:
Consumer Behavior Across Pay-TV, PVOD, OTT, TVE,
Streaming Devices and Content DiscoveryIntroduction
TiVo enables pay-TV providers, digital publishers and consumer electronics (CE) manufacturers to power
personalized search, recommendations, carousels, and sports discovery, while gaining invaluable insights
into these features through analytics. TiVo’s customers include Charter, DISH Network, DIRECTV and Sharp
Electronics, as well as other leading global pay-TV providers and broadcast networks.
Each quarter, TiVo seeks real consumer opinions to uncover key trends relevant to pay-TV providers, digital
publishers and CE manufacturers. Consumers’ genuine, unbiased perspectives and feedback drive continuous
improvements to TiVo’s Personalized Content Discovery Platform, which leverages user behavior, dynamic
metadata, and voice recognition technology to provide highly intuitive entertainment discovery.
This survey has been conducted every quarter since 2012, enabling the company to track key trends in viewing
habits, identify consumer opinion of pay-TV providers and monitor emerging technologies, streaming devices, TV
Everywhere (TVE) apps and content discovery features, such as personalized recommendations.
In addition to key quarter-over-quarter (q/q), year-over-year (y/y) and long-term trends,
TiVo’s Q2 2017 Online
Video and Pay-TV Trends Report
covers many new topics, including:
meet consumer needs TiVo analyzed skinny bundle offerings from top vMVPDs to see if they stack up to
respondents’ expectations of à la carte pay-TV packages. Read the results, and fnd out the level of changes
vMVPDs could make to their channel line-ups to potentially gain more customers.
This survey was conducted in Q2 2017 by a
leading third-party survey service; TiVo analyzed
the results. TiVo conducts this survey on a
quarterly basis and publishes a report evaluating
and analyzing key trends across the pay-TV
industry. The purpose of this survey is to track
consumer trends over time in order to offer
pay-TV providers unbiased feedback regarding
consumer behaviors, industry perceptions, and
opinions of new technology hitting the market.
Who is your current cable/satellite service provider
I have cable/satellite serviceI do not have cable/satellite service
AT&T U-VERSE BELL BRIGHT HOUSE NETWORKS CABLE ONE
COMCAST CORPORATION COX COMMUNICATIONS CHARTER
COMMUNICATIONS CENTURYLINK CABLEVISION SYSTEMS
CORPORATION DIRECTV DISH NETWORK EASTLINK
FRONTIER GOOGLE TV INSIGHT COMMUNICATIONS COMPANY
MEDIACOM COMMUNICATIONS CORPORATION OPTIMUM
RCN ROGERS COMMUNICATIONS SHAW SPECTRUM
SUDDENLINK COMMUNICATIONS TELUS VERIZON
VIDEOTRON WOW! COGECO CABLE SASKTEL MTS16.1%83.9%
details on the demand for voice-enabled search
functionality, plus best practices for increasing
adoption of and engagement with voice search.
to watch, and what that means for how sports
could be viewed in future.
或直接用手机淘宝扫描下方二维码The State of Pay-TV
RESPONDENTS WITHOUT PAY-TV SERVICE
While the majority of this report examines how consumers with pay-TV providers
interact with their TV offerings, TiVo frst sought to understand the audience
without pay-TV providers. Based on Q2 2017 survey results, 83.9% of respondents
have cable/satellite service. Of the 16.1% of respondents who do not subscribe to
pay-TV service, nearly a quarter (22.8%) of respondents in this group cut pay-TV
service in the last 12 months —a 4.8 percentage point increase y/y, and the highest
percentage for this survey question across all quarters, dating back to Q3 2015. Of
respondents without pay-TV service, 45.7% use an antenna to watch TV over-the-
air (OTA), a trend that has increased 12.4 percentage points over two years.
For the fourth quarter in a row, the top three reasons for cutting pay-TV service are:
1. “Price/Too expensive”- 85.3%, with an increase of 5.6 percentage points q/q.
2. “I use an internet streaming service, such as Netfix, Hulu, Amazon Video,
3. “I use an antenna to get the basic channels on my TV.”- 21.8%
CUTTING PAY-TV SERVICE
Did you cancel cable/satellite service in the last 12 months
(Only answered by respondents who do not
have a pay-TV provider)
No, it’s been longer than
12 months since I had cable/
No, I never had cable/
Q2 2017Q2 2016
TOP FACTORS FOR CUTTING PAY-TV SERVICE
What factors infuenced your decision to cancel your cable/satellite service
(Choose all that apply)
Q1 2017Q2 2017
Price / Too expensive
I use an internet streaming service, such
as Netfix, Hulu, Amazon Video, etc.
I use an antenna to get the basic
channels on my TV.
I like to binge-watch an entire season of a
TV series through my streaming service.
I moved/relocated, and I do not plan to
have cable/satellite service again.
The bulk of my TV viewing was original series
on streaming services, such as “Orange Is the
New Black,” or “House of Cards.”
I share a friend/family member’s login to watch
shows on their cable/satellite provider’s app.
I moved in with a new roommate who
already subscribes to cable/satellite service.
N/A. It was not my decision to cancel
cable/satellite service, and I’m not sure
why this decision was made.
Do you use an antenna to access the basic channels on your TV
Q2 2017Q2 2015
8%The State of Pay-TV
RESPONDENTS WITH PAY-TV SERVICE
Of respondents who subscribe to pay-TV services, the largest group (47.5%) pays
$51-100 per month for TV services only. However, a considerable portion (36.2%)
spends $101 or more each month for pay-TV service, a category which increased
Over half of respondents (52.9%) are satisfed with the value of their pay-TV
service, and a third (31.2%) are very satisfed. The answer choice “Very satisfed”
increased 7.5 percentage points q/q, 10.3 percentage points y/y, and 11.6
percentage points over two years, while those responding “Unsatisfed” decreased
6.1 percentage points q/q, 6.9 percentage points y/y and 7.5 percentage points over
two years—all good news for pay-TV service providers.
How would you rate the level of value you are receiving from your cable/satellite service provider10%
+7.5% q/q, +10.3% y/y,+11.6% over two years
Q2 2015Q2 2016Q1 2017Q2 2017.9%
-6.1% q/q, -6.9% y/y,-7.5% over two years
How much is your monthly cable/satellite bill for TV services only
(Not including video-on-demand/
movie purchases, phone or internet)
Less than $50$51 - $75$76 - $100$101 - $125$126 - $150$151+
47.5%pay $51-$100 per month
36.2%pay $101 or more per monthThe State of Pay-TV
RESPONDENTS WITH PAY-TV SERVICE
Why do you feel you’re not getting enough value from your provider
(Choose all that apply)
Too expensive /
increasing fees for
Poor customer service
Q2 2017Q1 2017
While satisfaction may be on the rise, understanding the roots of pay-TV customer
frustration is still important. For the second quarter in a row, the top reasons for
1. “Too expensive / Increasing fees for cable/satellite service”-77.8%, a
decrease of 3.6 percentage points q/q
2. “Poor cable/satellite service”– 34.1%, a notable increase of 4.2 percentage
3. “Poor customer service”– 29.3%, a decrease of 3.6 percentage points q/q
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