18-34 year olds in the US becoming 'broadbanders': Pivot Study

MUMBAI: Pivot, which is Participant Media‘s new cable network, launching in over 40 million homes in the US on 1 August 2013 has released its first annual Industry Report about millennials‘ consumption of TV content.

Among broadband subscribers 18-34 years old, 13 per cent (8.6 Million) are currently broadband-only customers. 27 per cent (17.9 million) of millennial pay TV/broadband subscribers - aka ‘Cross-Platformers‘ - are at risk of cutting their pay TV subscriptions.

The study examined how the current pay TV ecosystem could be impacted if programmers and MVPDs provided consumers with a new distribution alternative that speaks specifically to this demographics lifestyle and viewing habits.

Pivot, Participant Television president Evan Shapiro, who unveiled the data during The Cable Show in Washington, DC said, "Our goal with this study was to start a conversation about attracting a new generation of MVPD customers. The future of our industry isn‘t just about staving off decline, but growing the video business by showing the 100 million plus audience under 30 that our products can fit their media lifestyle."

"The data clearly shows that a bundled next-gen TVE offering - with both Live streamed channels plus VOD TV content, anywhere/anytime - would be a Killer App for keeping many millennials at risk of leaving our ecosystem and wooing those college kids and recent grads we‘re now losing," he added.

Many Cross-Platformers are looking to stray from the ecosystem (17.9 million 18-34s as well as 32 million 18-49s). However, data indicates that they can be attracted to TV through new offerings. 87 per cent of at-risk Cross-Platformers (aka ‘Strayers‘) would consider keeping their Pay TV Subscriptions if offered programming streamed Live and On Demand anywhere/everywhere, while 58 per cent of Broadbanders would consider subscribing to TV for a bundle of networks from their broadband provider, streamed Live and On Demand.

Miner and Co. Studio president Robert Miner said, "Research indicates that offering customers bundles of services including VOD and live streaming where they want, when they want, and at a price point that is acceptable to their life stage could keep a number of Cross-Platformers at the table with the potential of bringing Broadbanders into the fold."

Data shows that if offered channels that streamed not just VoD content but Live programming anywhere/anytime, 85 per cent of Cross-Platformers ages 18-34 noted they would feel better about MVPDs. Among 18-34 year olds, 51 per cent of Broadbanders say they would consider paying as much as $20 per month for such a bundle (that includes the Pivot APP).

In March, Pivot had announced a distribution model, offering pay TV subscribers TV Everywhere Live and On Demand, on any device, anywhere, anytime; as well as offering Broadband-Only Subscribers the channel Live and On Demand through their Pivot APP, via subscriptions, which will be available only through their broadband providers.

Ramspacher said, "It is clear from our study that the industry at large could make a substantial dent in the attrition of Pay TV subscribers by offering VOD and live streaming products that would retain and attract this specific group of video customers."

Additional results below for 18-34 year olds:

· 92 per cent want VoD streamed everywhere and anywhere
· 86 per cent want Live streaming TV everywhere
· 94 per cent would feel more positively about networks that offer VOD streamed everywhere
· 91 per cent would feel more positively about networks that offer Live streaming TV everywhere
· 89 per cent of Cross-Platformers are more likely to keep their cable, satellite, or telco TV subscription if they were offered TV networks/channels that provided VOD streamed everywhere
· 85 per cent of Cross-Platformers are more likely to keep their cable, satellite, or telco TV subscription if they were offered TV networks/channels that provided Live streaming TV everywhere
· 87 per cent of at-risk Cross-Platformers (aka "Strayers") would consider keeping their Pay TV subscriptions if offered programming streamed Live and On Demand anywhere/everywhere
· 55 per cent of Loyal Cross-Platformers intend to keep Pay TV primarily because they like the option of watching Live TV
· 44 per cent of Pay-TV-Craving Broadbanders miss their favorite Live shows, while only 19% say they miss Live sports
· 31 per cent of Pay-TV-Craving Broadbanders miss watching Live TV as an option
· 58 per cent of Broadbanders say they are likely to subscribe to a bundle of TV networks from their ISP if offered
· 51 per cent of Broadbanders and 85% of potentially straying Cross-Platformers say they would consider paying as much as $20 per month for such a bundle (that includes the Pivot APP)
· 84 per cent are interested in Pivot, Participant Media‘s new network
· 52 per cent of Cross-Platformers and 41 per cent of Broadbanders are very interested in the Pivot APP

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