Consumer Segmentation: Multiscreen Use & Service Bundles

September 2015 | 62 pages | ID: C3A25BCC4D2EN
Parks Associates

Abstracts

This 360 View Update examines two critically important trends in operator services today – bundling and multiscreen consumption. Service bundling is a key operator strategy. Multiscreen video is an important element of video services today and drives demand for broadband services. This research examines trends in service bundling in the U.S. market and explores links between multiscreen use and uptake of bundles.

Key Topics

• Current adoption of bundled services
• Likelihood of consumers making changes to their broadband service
• Overview of trends in bundled service ARPU
• Breakdown of changes in pay-TV service by video viewing segment

Research Benefits

• Highlights key strategies in operator services
• Quantifies the size of the four video viewing segments: Avid Viewers, Rooted Viewers, Traditionalists, and Purists
• Identifies links between multiscreen use and the uptake of bundles
• Analyzes current trends in bundling and multiscreen consumption

Contents

ABOUT THE RESEARCH

PREVIOUS RESEARCH

TV Services: The Fight for Premium Revenues (Q4/15)
The Need for Speed: Broadband and Data Consumption (Q3/15)
360 View: Entertainment Services in U.S. Broadband Households (Q3/15)
Segmentation: VOD & OTT Usage (Q2/15)
TV Everywhere and the New World of OTT (Q2/15)
Under Attack: Assessing New Threats to Pay-TV (Q4/14)

KEY FINDINGS

INDUSTRY INSIGHT

RECOMMENDATIONS

INTRODUCTION TO VIDEO VIEWING SEGMENTS:

Parks Associates Video Viewing Segments
Video Viewing Segments (2010 - 2015)

SEGMENTS & BROADBAND SERVICES:

Broadband Service Speed by Video Viewing Segment (Q2/15)
Likelihood of Making Changes to Broadband Service by Video Viewing Segment (Q2/15)

ADOPTION OF BUNDLES:

Bundled Service Adoption (2014 - 2015)
Bundled Service Subscriptions Among U.S. BB HHs (2014 - 2015)
Trend in Adoption of Bundles by Cable Service Provider (2011 - 2015)
Trends in Bundle Types by Cable Service Provider (2011 - 2015)
Trend in Adoption of Bundles by Service Provider (2011 - 2015)
Trend in Bundle Types by Service Provider (2011 - 2015)
Home Bundled Service Subscription by Video Viewing Segment (Q2/15)
Premium Pay-TV Features by Home Bundled Service Subscription (2014 - 2015)
Home Bundled Service Subscription by Age (Q2/15)
Home Bundled Service Subscription by Household Income (Q2/15)

BUNDLE ARPUS:

Home Service ARPU (2010 - 2015)
Monthly Cost of Home Bundled Service (2011 - 2015)
Trends in Home Bundled Service ARPU (Q2/15)
Trends in Double-Play Service ARPU by Broadband Service Provider (2014 - 2015)
Trends in Bundled Service ARPU by Broadband Service Provider (2014 - 2015)

CHANGES IN BUNDLED SERVICE:

Intention to Make Changes to Current Broadband Service by Type of Home Bundled Service Subscription (Q2/15)
Changes in Pay-TV Service by Video Viewing Segment (Q2/15)
Steps Taken to Downgrade Pay-TV Service by Video Viewing Segment (Q2/15)
Likely Changes in Pay-TV Service by Video Viewing Segment (Q2/15)
Reason for Intending to Downgrade Pay-TV Service by Video Viewing Segment (Q2/15)

APPENDIX: DETAILS ON VIDEO VIEWING SEGMENTS:

Segment Descriptions