The contract-free subscription streaming service economy results in constant, high churn, and now after years of strong spending on original and exclusive content to build their subscriber bases, investors are calling for services to prioritize profitability and ARPU. Brands have migrated vast amounts of ad spend to more interactive platforms and streaming services are challenged to retain viewers and turn a profit.
With the evolving landscape of television, where viewers increasingly engage with content beyond traditional viewing, this study seeks to understand consumer attitudes toward and potential usage of emerging interactive functions. It quantifies consumer engagement with content, including chatting, polling, sports betting, and shopping/e-commerce features on various platforms, and their interest in engaging in these activities on or alongside the TV.
Table of Contents
Survey Methodology and DefinitionsDefinitionsVideo Services EcosystemPay-TV Definitions and Categorization
