The FOCUS Black: State of Pay TV, OTT & SVOD 2022 study provides the lay of the land in terms of services Black consumers use to access TV content, including MVPDs, vMVPDs, and SVODs like Netflix, Hulu, Amazon Prime Video, and Apple TV; direct-to-consumer services like Peacock, Paramount+, Disney+, ESPN+, AMC+, BET+, Pantaya, and more; usage of AVOD and FAST services; and pirated sources of content. It examines the challenges and opportunities for service providers in an increasingly fragmented ecosystem and what drives subscription choices, satisfaction, and retention. The survey was conducted in February-March 2022 among 636 heads of household who are Black TV content viewers 18+ (watch 1+ hours of TV/day). Data have been weighted to ensure results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.
Table of Contents
1. THE TV SERVICE LANDSCAPE1.1 Services Subscribe To/Use
1.2 How MVPD and OTT Streaming Subscriptions Mix
1.3 Home Internet Services: Subscription and Satisfaction
1.4 SVOD Services: Access and Subscription
1.5 vMVPD Access: Access and Subscription
1.6 OTT Monthly Spending
1.7 AVOD: Usage
2. THE MVPD ECOSYSTEM
2.1 Subscription To Traditional MVPD Services
2.2 Reasons for Subscribing to MVPD Services
2.3 Profile of MVPD Subs vs. Non-Subs
2.4 Satisfaction with MVPD Service, Perception of MVPD Industry Overall, NPS
2.5 Intentions for MVPD Service in Next 6-12 Months
2.6 MVPD Monthly Spending and Perceived Savings of Cord Cutting
3. THE OTT ECOSYSTEM
3.1 Length Of vMVPD Subscription
3.2 Satisfaction with vMVPD Service and NPS
3.3 vMVPD Churn: Intentions and Reason for Canceling
3.4 SVOD Churn
3.5 Frequency of Short-Term OTT Subscription Behaviors
4. TV SERVICES: OPPORTUNITIES & CHALLENGES
4.1 Importance of TV Content and Features to Household
4.2 Perceptions around Show Discovery
