A PwC survey found that 23 per cent of pay-TV subscribers engaged in cord-trimming in the last year. The report found that more TV audiences are choosing to downsize or opt out of their pay-TV services.
The PwC study found that 79 per cent of consumers in the US subscribe to a traditional cable, satellite or telco video service. But 16 per cent said they have unsubscribed from pay-TV in the past year. Another 5 per cent were identified as cord-nevers who have never subscribed to a pay-TV service.
“Consumers are clamouring for customisation and control… When asked what would entice consumers to re-subscribe to pay-TV, 56 per cent identified ‘being able to customise my package to exactly the channels that I want’ as their number one motivator. And this sentiment is not exclusive to cord-cutters: 45 per cent of current pay-TV subscribers said they most preferred an ‘a la carte’ package of channels that they could customise themselves,” the PwC report said.
PwC offered some recommendations aimed at keeping content providers and video distributors relevant.
•Re-position the bundle to compete with a la carte demands.
•Redefine measurements to capture meaningful consumer behavior across devices and platforms.
•Focus on content discovery to help consumers find and engage with content that’s relevant to them.
•Rethink commercials and the value of eyeballs as viewers grow increasingly distracted by multiple devices.