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Streaming, pay-TV preference varies dramatically with age
Editor
| 20 May 2016
When forced to choose between legacy pay-TV and streaming services, dual-service users react differently according to their age, research from TDG has revealed.
TDG 20 May 2016The standout finding of the TDG's pending fifth edition of its Benchmarking the Connected Consumer survey was confirmation of the long-held suspicion that younger the adult, the more likely they are to choose TV streaming services over legacy pay-TV, and vice versa. When asked which they prefer, just over three-quarters (77%) of dual-service users aged 55 and older would choose legacy pay-TV services, compared with only 36% of 18-34s. Conversely, 64% of dual-service 18-34s would choose streaming, compared with only 23% of those 55 and older.
“Forced choice queries are valuable precisely because of the dilemma they pose," observed TDG co-founder and director of research Michael Greeson. “While today's TV viewer can and often does use both legacy and streaming TV services, when forced to choose between the two, loyalties rise to the top, offering penetrating insight into where different age groups place greater value. Importantly, the relationship between age and service choice is strikingly linear. To see it illustrated in such an unequivocal fashion is quite telling.”
Editor
| 20 May 2016
When forced to choose between legacy pay-TV and streaming services, dual-service users react differently according to their age, research from TDG has revealed.
TDG 20 May 2016The standout finding of the TDG's pending fifth edition of its Benchmarking the Connected Consumer survey was confirmation of the long-held suspicion that younger the adult, the more likely they are to choose TV streaming services over legacy pay-TV, and vice versa. When asked which they prefer, just over three-quarters (77%) of dual-service users aged 55 and older would choose legacy pay-TV services, compared with only 36% of 18-34s. Conversely, 64% of dual-service 18-34s would choose streaming, compared with only 23% of those 55 and older.
“Forced choice queries are valuable precisely because of the dilemma they pose," observed TDG co-founder and director of research Michael Greeson. “While today's TV viewer can and often does use both legacy and streaming TV services, when forced to choose between the two, loyalties rise to the top, offering penetrating insight into where different age groups place greater value. Importantly, the relationship between age and service choice is strikingly linear. To see it illustrated in such an unequivocal fashion is quite telling.”
