A new Parks Associates report suggests that VoD is a huge priority for US cable operators, in order to put right growing dissent over customer satisfaction issues.
Parks predicts a huge migration away from cable if it doesn’t change its offerings, but then again, Faultline has been saying that for some months, pointing out that cable, out of all the pay TV services around the world, is the one growing slowest, or in some cases shrinking its customers base.
Parks calls its report TV 2.0: The Consumer Perspective and does what Parks does best, it asks a large number of consumers what they think. The result is a consistently low satisfaction rating among cable subscribers. Both satellite and IPTV customers are far happier and Parks reckons that improving their offering, especially in the field of VoD, is the only way to change these scores.
“Subscribers who actively use primetime VoD services show significantly higher satisfaction levels,” the report says, which is the basis of the advice around increasing access to VoD
The survey went out to more than 2,700 US and 1,000 Canadian adults in households with broadband Internet access.
Other things the study revealed were consumer electronics habits, including the use of Media Center PCs, TiVo boxes and game consoles used to acquire video content. It also covers new video-centric products, such as Apple TV, VUDU, and the Slingbox