TV Everywhere users good for pay TV
November 12, 2013 12.54 Europe/London By by Robert Briel, Connections Europe 2013, Amsterdam
“TV Everywhere users are ‘super buyers’, said Brett Sappington, director research, Parks Associates.
“They spend more of their discretionary income on video as average TV users, they are the Best customers for pay TV.”
There is a monthly ARPU difference between six and ten dollars. They spend 1.7x times as much on DVDs, 1.9x on cinema tickets, 4x on downlands and 2x as much on OTT services such as Netflix.
According to Parks research, TV Everywhere users are slightly younger (38 years vs. 44), and are more likely to have kids, but are similar in terms of gender, education and income.
“Income levels are the same between TV everywhere and average TV users.”