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Subs Want HD on-Demand
February 7, 2007
High-definition television has been in the news lately, as set sales soared during the holidays and the buzz built up to the Super Bowl. CTAM has been tracking this rapidly changing segment and we see opportunity for cable to tap the confluence of new product developments to deliver the best HDTV experience for consumers.
Recent CTAM Pulse research shows us that consumers are increasingly interested in putting that hi-def experience in their homes. One-third (34%) of the households surveyed that purchased a new TV set had purchased an HDTV set within the past four years; 51% of digital-cable subscribers and 37% of total cable customers who purchased a new TV set bought an HDTV.
We’ve been reporting for sometime the increasing use of video-on-demand in cable homes. And now we’re seeing a growing number of cable customers who have access to HD on-demand programming. Already almost half of cable HD customers (46%) are looking for it. And 44% of digital-cable customers and 43% of satellite HD customers are interested in HD on-demand.
Among those who reported being aware of it and who subscribe to cable HD-programming packages, we see HD programming through on-demand is very popular. Although it isn’t even fully deployed, two-thirds (67%) of these cable HD customers reported watching an HD program or movie through on-demand.
From a business perspective, HD on-demand will help cable to capture the market. Satellite customers who don’t have a programming package say they are attracted to cable’s HD programming on-demand. A total of 13% of satellite subscribers and one-fifth (19%) of satellite HD subscribers with HDTV sets reported that they were likely to subscribe to cable HD-programming service with HD on-demand in the next six months. Additionally, 20% of digital-cable customers who don’t currently subscribe to an HD-programming service said they were also likely to add cable HD service in order to get HD programming on-demand.
Cable HD on-demand offers another benefit for quality-conscious consumers who are reluctant to pick sides in the Blu-Ray vs. HD DVD format wars. Even when the dust settles on the winning technology, with cable HD on-demand there is no costly equipment to buy and it all happens with a click of the remote.
Cable is clear on the picture customers want and we’re busy giving it to them. It really is an exciting time to be working with our members to help cable market this service.
Posted by Char Beales on February 7, 2007 | Comments (0)
