Price Points: Pay TV Risks Losing Gen Y


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MediaPost Publications Price Points: Pay TV Risks Losing Gen Y 06/02/2011
A new study says pay TV programmers are at risk of losing young TV viewers/consumers 18-29 -- so-called Generation Ys, about 70 million strong -- due to growing price sensitivities for all kinds of subscription television. Pay-TV networks monthly prices are added on top of existing packages for basic cable programming channels.

A study by independent research group for Ideas & Solutions!, a marketing consultancy, says 69% of the on-the-fence young cable customers, classified as "at-risk" responders, and 61% of those described as "leaners," say the expense of pay-TV networks is the main reason they would consider discontinuing their service.
Glen L. Friedman, president and founder of Ideas & Solutions!, stated: "This is the demographic that completely transformed the music and the phone business and has already started to dramatically reshape the pay-TV ecosystem."
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