Broadband Value-added Services

As the broadband market becomes increasingly commoditized, broadband providers are seeking way to differentiate themselves through new products and services. This research investigates consumer perception and interest in value-added services from service providers including Wi-Fi services, network optimization, and data security and monitoring services.

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Executive Summary

Industry Insight

Testing value-added services (VAS)

Key Findings and Market Impact

Market Overview

US Broadband Service Adoption & Service ARPU (2010 - 2019)

Increased Use of Home Services by Broadband Service Provider (Q1/20)

Self-Reported Download Speed of Home Broadband Service (2015 - 2019)

Trends in Home Service Subscription (2012 - 2020)

Service Provider Net Promoter Score (2018 - 2020)

NPS of Broadband Internet Service by Providers (Q1/20)

Total Average Number of Connected Devices Per US BB HH

Home Networking Devices: Purchases and Purchase Intentions (2019 - 2020)

Impact of COVID-19 on Service Usage (Q1/20)

VAS Adoption & Awareness

Testing value-added services (VAS)

Total Number of Broadband VAS (Q3/19)

Broadband VAS Adoption & Awareness (Q3/19)

Stand-Alone Internet Adoption by OTT Video Subscription (2017-2019)

Broadband VAS by Stand-Alone Internet Adoption (Q3/19)

Average # of VAS by Service Provider (Q3/19)

Broadband VAS by Service Provider (Q3/19)

Bundled Smart Home Service Adoption & Awareness by Provider (Q3/19)

VAS & ARPU

ARPU of Home Bundled Services (2012 - 2019)

Methods of Receiving Broadband VAS (Q3/19)

Number of Free & Paid Broadband VAS (Q3/19)

Average ARPU for Stand-Alone Internet Service by # of VAS (Q3/19)

Average Number of VAS by Broadband Speed (Q3/19)

Average ARPU for Stand-Alone Internet Service by Broadband Speed (Q3/19)

Demand for VAS

Increased Usage of Value-Added Services (Q1/20)

Increased Usage of Value-Added Services Usage by Broadband Service Providers (Q1/20)

Perception of Broadband VAS (Q3/19)

Value of Broadband VAS by Broadband Speed (Q3/19)

Value of Broadband VAS by Providers (Q3/19)

Attitudes Toward Broadband VAS (Q3/19)

Strong Resistance to Services that Increase Costs by # of Paid VAS (Q3/19)

Attitudes Toward Broadband VAS by Providers (Q3/19)

Attitudes Toward Broadband VAS by Broadband Speed (Q3/19)

Total # of VAS not Currently Received from ISP but of High Interest (Q3/19)

% "Very Interested" In Subscribing to 1 or More VAS They Do Not Have by Age & Children in Home (Q3/19)

High Interest in VAS not Currently Received from ISP (Q3/19)

% "Very Interested" In Subscribing to 1 or More VAS They Do Not Have by ISP NPS Rating (Q3/19)

% "Very Interested" In Subscribing to 1 or More VAS They Do Not Have by Service Provider (Q3/19)

High Interest in 1 or More VAS Not Currently Received by Broadband Speed (Q3/19)

High Interest in 1 or More VAS Not Currently Received by Likelihood of Upgrading to 1Gbps Service (Q3/19)

Publish Date: 2Q 2020

Slides: 61


Authored By:
Jennifer Kent - Senior Director
Yilan Jiang - Director
David Drury - Research Director
John Barrett - Director of Consumer Analytics
Xiaofan Tan - Consumer Insights Analyst I

Published by Parks Associates
© April 2020 Parks Associates

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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