TV Everywhere services attract customer demand
TV Everywhere is a proposal from pay-television service providers to extend access for authorised subscribers to premium programming over the internet.
A report by informitv partners TDG Research suggests that a third of Americans would be prepared to pay extra for such services, although of course that leaves a majority who would not.
The research indicates that 60% of adult broadband users in the United States are enthusiastic about such services, while 34% are willing to pay at least $5 extra a month for the facility, with a fifth of those prepared to pay more than $15 a month.
TDG believes that demand is such that operators could be leaving tens of millions of dollars on the table by not charging extra for multi-screen access.
The rationale that TV Everywhere will reduce churn and limit the threat of other online video services is also supported by the same research. Among the segments profiled, the availability of television services across different devices and displays is likely to deter around four in ten subscribers that would otherwise consider cancelling their pay-television service.
The expectation is that operators may offer free services initially until the demand and breath of content can support the introduction of a premium tier that can justify an additional monthly fee.
By bundling TV Everywhere style services with their pay-television subscriptions, cable and satellite television operators aim to limit the number of customers cutting the cord with their traditional pay-television provider, although the reality of this threat may be overstated…
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