“While the study shows the rumblings of seismic shift in consumer video preferences, there are clear opportunities for cable and satellite providers to differentiate versus online video alternatives,” said Altman Vilandrie & Company Director Jonathan Hurd, who oversaw the research and analysis. “Providers that can be nimble in adopting mobile video, 3D and other innovations will stem potential defections, especially among younger consumers.” The survey also found:
- Broadcast TV viewing is age-related, with only 42 percent of 18-34 year olds watching TV shows daily during their normal broadcast time, versus 60 percent of those 35 and older
- 16 percent of 18-34 year olds watch full TV broadcast episodes on the Internet daily, versus only 6 percent of those 35 and older. Overall, 10 percent of survey respondents say they watch full TV episodes on the Internet daily versus only 5 percent in a similar 2009 study
- More online TV watching has not yet translated into cord-cutting — only 3 percent of 18-34 year olds have cancelled their cable service. However, 25 percent of 18-34 year olds “have seriously considered dropping my subscription TV service because Internet video services meet most of my needs.”
- Despite Internet video viewing and potential cord-cutting, younger segments prefer HD just as much as other segments. Spending level on TV service is a significant driver of HD interest with the highest-spending segment being twice as likely to say they are “tremendously” bothered by a lack of HD, than as the lowest-spending segment
- Interest in 3D is high across all segments. Of those who have seen movies in 3D, 34 percent agree that 3D is “significantly better,” and more than 50 percent plan to purchase a 3D-capable TV set in the next three years
- Mobile video usage has grown significantly since 2009, with 13 percent of 18-34 year olds viewing video on a mobile phone daily versus 5 percent in 2009