Almost 70% of 18-14 year olds in the USA, who currently don’t subscribe to pay-TV, say that they would only consider “more affordable channel lineups that fit my viewing tastes”, according to Altman Vilandrie’s annual consumer video survey. Far fewer young consumers subscribe proportionately than other age groups. To attract them, less expensive “skinny” bundles, which are more targeted, have been designed. But this is having a negative side effect, as older subscribers are seeing these as attractive too, saying that they have been paying for channels they don’t watch. Revenue is being lost as they change to cheaper options.
However, these older viewers are less likely to change to online video services, while 75% of 18-34 year olds watch online video at least once a week and the trend is a growing one.
Awareness of TV Everywhere remains low at 36%, unchanged since 2013.
