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July 2019

Evolution of TV Set

By any measure, the TV set is still the dominant screen in the home. But in recent years the humble TV set has been at the epicenter of a torrent of change

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By any measure, the TV set is still the dominant screen in the home. But in recent years the humble TV set has been at the epicenter of a torrent of change – whether it’s smart TVs and 4K TVs gaining mainstream status, new SVOD and AVOD services seemingly launching every day, or DVD/Blu-ray disc falling in popularity – with no end in sight.

This study will cover current, emerging, and soon-to-come capabilities of TV sets and TV set peripherals, and how they influence – or may influence – viewer behavior now and in the future. The study will provide stakeholders in the “TV value chain” – manufacturers, content producers, and distributors – with insights they can use to improve their TV-related business

Online survey with 2,517 U.S. consumers age 16-74.

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July 2019

2019 Monetization of Video

The ever-evolving state of the TV industry has entered a new phase in 2019, with a particular focus on pay models and service pricing. Among other developments, so far we’ve seen:

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The ever-evolving state of the TV industry has entered a new phase in 2019, with a particular focus on pay models and service pricing. Among other developments, so far we’ve seen:

  • Prices: Changing subscription fees for many SVODs and VMVPDs: most increasing, some decreasing
  • Ads: Hulu placing restrictions on the length of ad pods
  • Subscription Platforms: More detail (including some pricing information) on upcoming subscription streaming services from Disney, Apple, and WarnerMedia
  • Ad-Supported Platforms: Viacom acquiring Pluto TV, then immediately feeding the service with Viacom library content
  • Monetization: Continued debate over whether Netflix can support its massive content investment and still remain ad-free

Naturally, the success of initiatives like these will depend on consumers’ perceptions of their value: the perceived value of each in absolute terms, and their perceived value compared to what consumers already use or could be using.

Hub’s 2019 Monetizing Video study will take an in-depth look at these perceptions of value, to determine:

  • Which current and new services are most likely to succeed
  • Which services will struggle
  • And most importantly: what all of that means for how TV services and content can be monetized most effectively going forward

Online survey with 1,765 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 1 hour of TV per week.

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May 2019

The Best Bundle

Over the past several waves of Hub Reports, we’ve been noticing an important shift in perception among TV consumers. Faced with ever-expanding service and content options, many TV consumers are returning to a preference for an aggregated TV solution.

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Over the past several waves of Hub Reports, we’ve been noticing an important shift in perception among TV consumers. Faced with ever-expanding service and content options, many TV consumers are returning to a preference for an aggregated TV solution.

Of course, knowing in general that consumers are leaning toward aggregation only takes one so far. The bigger question is what type of aggregation—and from what source—are consumers looking for?

  • Big-bundle aggregation offered by MVPDs: Hundreds of TV networks, plus, with some MVPDs, SVODs and other online sources incorporated into the set-top box
  • Skinny aggregation offered by virtual MVPDs: A more limited number of networks, with consumers adding individual online sources on top of that
  • An “Amazon Channels” approach: Subscribe to an SVOD with the ability to add on individual networks on an à la carte basis
  • Aggregation through connected devices: Access individual online services through a connected device’s interface and universal search capabilities, like a Roku or Apple TV
  • Or something entirely different

The Best Bundle 2.0 is our update of our 2018 study that explores consumer perceptions of TV service bundling, including:

  • How satisfied they are with their current combination of services
  • General preferences for aggregated vs. à la carte solutions
  • What approach to service and content access they’d consider ideal

Online survey with 1,631 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 1 hour of TV per week.

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February 2019

Evolution of Video Branding

The Evolution of Video Branding will explore consumers’ perceptions of TV content and distribution brands—and explore how those perceptions influence what they choose to watch, and where they choose to watch it.

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The Evolution of Video Branding will explore consumers’ perceptions of TV content and distribution brands—and explore how those perceptions influence what they choose to watch, and where they choose to watch it.

When it comes to the evolution of the TV business, 2019 promises to be a watershed year. Several established TV network brands (including Disney and Viacom) are set to launch distribution platforms this year, at least one (Discovery) is considering the same, one technology giant (Apple) will be entering the content creation fray, and major online and social media firms (YouTube, Facebook, Snapchat) will accelerate their push into both branded content and distribution.

What’s more, these new developments will be occurring as SVODs continue their transformation from content distributors to content creators, and as various cable networks rebrand themselves with a new content focus.

The Evolution of Video Branding will explore TV consumers’ attitudes and behaviors in the face of this massively shifting brand landscape. The study will assess which brands—established, new, and transformed—viewers will trust most to meet their needs for TV content and service. It will determine how brand perceptions translate into both viewing and platform decisions. And it will look at how all of the above has changed over time—in particular, since our late-2016 study on the “Branding of TV”.

Online survey with 1,692 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 1 hour of TV per week.

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