Since 2013, Hub’s annual “What’s TV Worth” study has been tracking two critical aspects of the evolving TV marketplace:
TV Platform and Device Use: What’s TV Worth measures consumer use of all of the following:
- TV service categories (MVPD, SVOD, VMVPD, Direct-to-Consumer Networks)
- Specific services within each category (which MVPD, which SVODs, etc.)
- Service combinations (the most common multi-subscription configurations—e.g., MVPD plus Netflix, Netflix plus HBO Now, etc.)
- Add-ons within each service (premium networks, DVRs, commercial-free options like AMC Premier or FX+, Amazon Channels, etc.)
- Viewing devices (TV, computer, phone, tablet, plus TV connectors for online viewing)
Most importantly, the study looks at trends in all of the above over the past five years: which are on the increase, which are on the decline.
Value Perceptions: How consumers rate the value of all of the following, relative to what they pay, in dollars or in time viewing ads:
- The primary TV service pay models (subscription, ad-supported, transactional)
- The different service categories (MVPD, SVOD, VMVPD, etc.)
- The specific services they’re familiar with
- The add-ons they have or have heard about
The study looks at trends in value perception as well: which services are trending up or down when it comes to perceived value
Online survey with 2,296 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 1 hour of TV per week.