Consumer Segmentation: Multiscreen Use and Service Bundles

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.

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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

Publish Date: 4Q 2015

Slides: 62


Authored By:
Brett Sappington - Senior Director of Research
Yilan Jiang - Senior Research Manager
David Mitchel - Research Analyst
Katherine Li - Researcher

Published by Parks Associates
© December 2015 Parks Associates | Dallas, Texas 75248

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