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Ovum’s Digital Consumer Insights survey shows that while pay-TV uptake in Australia, the UK, and the US remains heavily skewed towards basic and mid-tier service packages, service providers must continue protecting and growing their high-value premium customer bases.


  • Segmenting the pay-TV customer base: section identifying the size of premium TV service segments and bundling inclinations, as well as customers' propensity to churn, upgrade, or remain with their existing pay-TV service packages.
  • Identifying customer preferences: section pinpointing consumers' expectations of ideal pay-TV services as well as their content preferences, with sample splits by existing service package level and by propensity to upgrade.
  • Enhancing pay TV with OTT video: section examining the benefits of incorporating OTT video into the pay-TV service mix.

Features and Benefits

  • Explore how to better cater for audiences by observing their preferences and expectations of how a TV service should look with regard to content, features, and functionality.
  • Foster the development of relevant video entertainment products and services via detailed insights into preferred means of accessing and consuming OTT video services.
  • Inform the targeting of TV/video products and services to cater for increasingly distinct and specific customer segments.

Key questions answered

  • What types of content and features are of interest specifically to higher-tier pay-TV customers?
  • What do high-value customers want from their TV service, and what can we do to better address their needs and expectations?
  • Which features and content types are likely to keep customers loyal to higher-value service packages?
  • Which features and content types will persuade customers to upgrade to a higher-value service package?
  • How can pay-TV operators use their understanding of pay-TV and OTT video consumers to improve service and product development strategies?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2017: TV and Video Analysis

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