Perception of Poor Value Leading Consumers to Abandon Pay TV, Says Parks
Perception of poor value is consumers' top trigger for changing, downgrading or canceling pay TV, Parks Associates blogged Thursday. Among households that made pay-TV changes in past 12 months, a third were cord cutters, and 10 percent of switchers or…
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cord shavers said they plan to use paid OTT services as a substitute or alternative. “The primary driver for pay-TV cancellation and downgrades continues to revolve around pricing and perceived value,” said analyst Brett Sappington. “When video services with good quality are available for under $15, it forces operators to justify an $80 [per month] pay-TV bill.”