Abstract
The pay-TV industry consists of cable and satellite companies that provide television programming, also referred to as "video" in this report. While cable enjoys geographic monopolies and satellite has traditionally serviced rural areas, in recent years the game has changed. Satellite providers are now going head-to-head with cablecos. New entrants, namely telecom operators, threaten both. And new video viewing technologies, particularly online video, are potentially threatening alternatives. In this report, Mintel offers a comprehensive discussion of the industry' s current status and recommendations for growing subscriber and advertiser revenue in an environment of increasing consumer choice.
Analysis and insights offered include:
- an assessment of telecom competitors and online video and strategies to defend against them
- the role digital technology plays in viewership patterns and consumer preferences
- how pricing strategy impacts customer acquisition.
Insights are supported by exclusive Mintel consumer research, as well as analysis of the Simmons NCS, which delves into topics such as:
- consumer attitudes towards commercials and product placement
- consumer behavior in viewing television content
- perception of cable and satellite companies as indicated by consumer preference and articulated in marketing campaigns.
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