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More than two-thirds of U.S. households subscribe to cable-TV services. Since the mid-1990s, cable-systems operators have collectively invested tens of billions of dollars upgrading their analog systems and infrastructures to support digital cable television, including advanced features such as video-on-demand (VOD) and digital video recorders (DVRs), broadband Internet, and in some cases voice over Internet protocol (VoIP) telephone service. Despite this massive investment, cable-TV household penetration has actually dropped off slightly in the last year, primarily due to heightened competition from satellite-TV services.
This report discusses the findings of Lyra's DTV View survey of more than 600 existing cable-TV users, including more than 100 who had previously subscribed to satellite. Survey questions address advanced features of digital cable television including VOD and DVRs, broadband Internet, Voice Over IP telephone service, satisfaction with various aspects of cable-TV service, reasons for choosing cable TV over satellite, and factors that might induce respondents to switch to satellite. Results are cross-tabulated by demographic and technographic traits, as well as by cable systems operator. Satellite- and cable-TV executives, service marketers, product managers, and financial analysts are among those who will be interested in the findings presented in this report. 55 pages, including 38 figures. (A companion report on a survey of existing satellite-TV users, DTV #106, is also available.)
List of Figures:
1. Respondent Demographics
2. Type of Residential Area Among Cable-TV Users
3. Type of Housing Structure among Cable-TV Users
4. Respondents' Cable-TV Service Providers
5. Length of Having Subscribed to Cable TV
6. Percent of Respondents Having Subscribed to Cable TV for Five or More Years at Current Home, by Respondent Age
7. Number of Television Sets Connected to Cable-TV Service
8. Type of Cable-TV Service (analog vs. digital)
9. Percent of Respondents with Digital-Cable Service, by Respondent Age
10. Percent of Respondents with Digital-Cable Service, by Cable Provider
11. Subscription to Premium Channels (movies, sports, and international)
12. Subscription to Premium Movie Channels, by Cable-Service Type
13. Awareness of Video-on-Demand, by Cable-Service Type
14. Awareness of Video-on-Demand, by Respondents' Cable Provider
15. Video-on-Demand Included in Cable-TV Service, by Respondents' Cable Provider
16. Video-on-Demand Included in Cable-TV Service, by Cable-Service Type
17. Importance of Having Video-on-Demand as Part of Cable-TV Service
18. Digital Video Recorder Use, by Cable-Service Type
19. Type of Digital Video Recorder Among Cable-TV Users
20. Digital Video Recorder Penetration, by Respondents' Cable Provider
21. Importance of Having Digital Video Recorder as Part of Cable-TV Service
22. Reported HDTV Ownership
23. Subscription to Broadband Internet Access from Cable-TV Provider, by Cable-Service Type
24. Availability of and Subscription To Voice over Internet Protocol Telephone Service from Cable-TV Provider
25. Availability of Voice over Internet Protocol, by Respondents' Cable Provider
26. Monthly Cost of Cable-TV Service
27. Average Monthly Cable Bill, by Combinations of Services Received
28. Subscription to Satellite-TV Service in Prior Five Years among Cable-TV Users, by Residential Area
29. Subscription to Satellite-TV Service in Prior Five Years among Cable-TV Users, by Current Cable-TV Services
30. Availability of Cable-TV Service at Time of Satellite-TV Subscription, by Residential Area
31. Importance of Reasons for Switching from Satellite to Cable TV
32. Importance of Broadband Internet Access as Reason for Switching from Satellite to Cable TV
33. Rank Score of Most Important Reasons for Currently Using Cable TV Rather than Satellite TV
34. Rank Score of Most Important Reasons for Currently Using Cable TV Rather than Satellite TV, Among
Broadband Cable Internet Users
35. Rank Score of Most Important Reasons to Consider Switching from Cable TV to Satellite TV
36. Likelihood of Switching from Cable TV to Satellite TV in Next 12 Months
37. Satisfaction with Various Aspects of Cable-TV Service
38. Overall Satisfaction with Cable-TV Service
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