The challenge viewers face in finding good shows to watch across the crowded and fragmented TV landscape has only deepened over the years, as viewers juggle myriad sources (traditional MVPD vs. streaming), devices and content types. Hub’s Conquering Content study has explored this topic for nearly 10 years, illuminating how viewers discover, prioritize and watch TV and movie content across platforms.
In considering the value of a service, consumers prioritize specific TV and movie content that make services worth keeping. Specifically: high-profile, exclusive, and original content has a major impact on subscription decisions. The exclusivity of that content has diminished recently as studios have cut back on production, seeking cost savings and additional revenue by licensing shows to competitive services. This study will continue to measure how perceptions around originals and exclusivity impact subscriber loyalty.
In addition to the importance of content and discovery, Conquering Content will also explore the impact that popular free ad-supported services (FASTs) are having on content discovery, and the potential impact of new bundles that are aggregating content in ways that aim to better connect viewers with favorite shows across services.
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
Click here to subscribe to our free newsletter: Hub Intel