Millennials Would Watch TV Everywhere if They Only Knew About It
Consulting group Altman Vilandrie and Company released results from a study sponsored by premium movie channel Epix saying that young adults would be more likely to sign up for a traditional pay TV service if they knew about TV Everywhere offerings.
The release starts by describing the current grim environment for pay TV and young adults: 72 percent of millennials (adults 18 to 34) have a pay TV subscription, while 86 percent of those over 35 do. Additionally, 37 percent of those who have dropped pay TV or never had it are millennials.
Not to worry, as TV Everywhere can turn the situation around, the study insists. Younger millennials (18 to 24) are 23 percent less likely to explore cable or satellite alternatives if they know their provider offers TV Everywhere. About half of millennials say they would view TV Everywhere content once a month if their provider made it available, and the same amount say they would be more likely to consider a pay TV subscription if they knew they could view content on other screens.
Despite TV Everywhere being five years old at this point, only 36 percent of consumers know about it, the study finds. Altman Vilandrie and Company director Jonathan Hurd believes pay TV operators need to do a much better job of promoting TV Everywhere to stop subscriber erosion.
Altman Vilandrie and Company will present additional findings from the study next month at the Streaming Media West conference in Huntington Beach, California.
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