Study: Growing consumer desire for aggregation

Findings from The Best Bundle: Consumer Preferences in a Peak TV World from Hub Entertainment Research point to increasing consumer frustration with the rapid expansion of TV viewing options.

Highlights from the study:

– Consumers find themselves forced to create their own TV bundles to satisfy their needs: Only those who subscribe to at least three TV services (pay-TV, SVoDs, virtual MVPDs, etc.) are more likely than not to feel that their viewing needs are “very well met”.

– But the work required to choose between services is becoming more onerous: Only 22 per cent say that the growing number of TV services makes it “easy to choose what’s best for me” (down 11 points, from 33 per cent in 2017).

– This is driving consumers to lean toward providers that offer aggregated solutions: Among those with a preference, more than twice as many would rather access all their TV content from a single source (69 per cent) than access sources individually (31 per cent).

Even with an aggregated solution, viewers only want to pay for the content they know they’ll watch: Consumers would overwhelmingly prefer services that let them choose and pay for just the networks they want (43 per cent) over services that offer a large number of networks in a pre-set bundle (10 per cent)—even if the larger bundle means a lower cost per network.
“The novelty of having so many options for TV content is wearing off. Now consumers want simplicity and efficiency,” said Peter Fondulas, principal at Hub and one of the authors of the study. “Bundles that aggregate content from multiple sources are highly desirable – but only if those bundles include little or no content they know they won’t watch.”

“Consumer preference for an à la carte TV offering has never been higher,” said Jon Giegengack, co-author of the study. “It’s not the price of traditional big TV bundles that turns consumers off, so much as how much of what they pay goes to content they don’t use. Viewers would rather have a bundle comprised of just the content they care about – even if it means they have to pay more for each network”.

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