Offering more flexible options for viewing content is key
A recent survey commissioned by Cisco found that 65% of people across the U.S. would be more likely to watch videos online if they could do it directly through their TV. Another 50% would pay for an online video if available through their service provider.
The survey aimed to better understand what consumers want and the market opportunity for service providers. What Cisco discovered is a shift in the US pay-TV marketplace towards more flexible service options and pricing in an on-demand, personalized world.
This represents a market fragmentation from the usual offering of a set of standardized pay-TV service options and pricing for the mass market. But now a splinter group is forming that demands more flexibility in what they view and how they view it.
Cisco says this fragmentation presents an opportunity for its service provider customers.
The Cisco survey, conducted last month, interviewed 1,000 people in the U.S. ages 18 and above. Among other key findings: 56% of respondents believe it’s important to be able to watch content on multiple devices. This percentage increases to 72% for those under 25, and 67% of people aged 25-35.
Some consumers are willing to pay between $10 and $16 per month extra for a service provider TV package that includes watching online video content. Fifty-four percent would like to be able to access general Internet content on their television; and 58% said they would be less worried about their children’s social networking activities if it was carried out via TV so they could see what was happening.
More from Cisco Subnet:
Cisco’s LineSider buy big for IT prize
Verizon 2010 Data Breach Report Is Eye Opening
What’s at the core of Cisco’s plight?
Cisco sends up a warning flare
TSHOOT Practice Questions – The Answers!
Cisco’s 3QCY10 Global Threat Report Results
The Smart-Fat and Smart-Thin Edge of the Network
Upgrade Your Cisco Cert to an HP Cert
Win a five-book library from Cisco Press
Follow all Cisco Subnet bloggers on Twitter.Jim Duffy on TwitterFollow
