State of Digital and Interactive Television 2009

Published by: Horowitz Associates, Inc.

Published: Aug. 31, 2009 - 76 Pages

Table of Contents

Background and Methodology

1) Summary of Research Findings

2) Services in Multichannel TV Homes: Subscription to Multichannel TV Services and Enhanced Digital TV Services (On Demand, DVR, HD), TV Configuration, and Bundled Services

2.1 Subscription to Multichannel TV Services in Multichannel TV Homes

2.2 Subscription to Multichannel TV Services in Multichannel TV Homes Over the Years

2.3 Subscription to Premium Channels in Multichannel TV Homes

2.4 Subscription to Enhanced Digital TV Services in Multichannel TV Homes

2.5 Subscription to Enhanced Digital TV Services in Multichannel TV Homes Over the Years

2.6 Subscription to Enhanced Digital TV Services in Multichannel TV Homes

2.7 TV Configuration in the Home - Location of Each Home TV

2.8 TV Configuration in the Home - Services on Each Home TV

3) TV Viewing on Home TVs: Use of Enhanced Digital TV Features (On Demand, DVR, and HD)

3.1 TV Viewing on Home TVs: Frequency of Using On Demand, DVR, and HD services

3.2 TV Viewing on Home TVs: Live vs. Scheduled TV Viewing

3.3 TV Viewing on Home TVs: On Demand Usage

3.4 TV Viewing on Home TVs: Satisfaction with On Demand Services

3.5 TV Viewing on Home TVs: DVR Usage

3.6 TV Viewing on Home TVs: Profile of On Demand, DVR, and HD Users

3.7 TV Viewing on Home TVs: PPV and MOD Usage

3.8 TV Viewing on Home TVs: Purchase of Sports PPV Events and Packages

4) TV Content Viewing: Usage of Alternative Platforms

4.1 TV Content Viewing: Frequency of Using Alternative Platforms

4.2 TV Content Viewing: Monthly Use of Alternative Platforms

4.3 TV Content Viewing: Hours Watched on Alternative Platforms

4.4 TV Content Viewing: Perception of New Ways of Watching TV

5) TV Content Viewing: TV Content Watched on TV Sets and on Alternative Platforms

5.1 TV Content Watched: Types of Programs Watched on Home TVs

5.2 TV Content Watched: Watching Specific Types of Programs DVRed vs. Live

5.3 TV Content Viewing: Types of Programs Watched on Alternative Platforms

5.4 TV Content Viewing: Web Sites Used to Watch TV Content on Alternative Platforms

6) TV Viewing on Home TVs: Deciding What to Watch

6.1 TV Viewing on Home TVs: What Multichannel TV Subs Tend to Do When First Sit Down to Watch TV

6.2 TV Viewing on Home TVs: TV Programming Sources Used

7) Interest in New ITV Features

7.1 Interest in New ITV Features

8) Profile of Multichannel TV Subscribers

Abstract

This study on the market for digital and interactive television services takes a detailed look at consumer awareness of and interest in interactive TV and its potential to drive digital and satellite penetration to the next level. The survey of cable and satellite subscribers in markets where digital cable is available provides valuable tracking data on how the highly competitive market for digital and interactive services is developing. Awareness, usage of, and perceived value of advanced technologies such as HDTV, DVR, VOD, SVOD and interactive advertising are addressed.

This study on the market for digital and interactive television services takes a detailed look at consumer awareness of and interest in digital TV services, multiplatform content, and interactive TV features and technologies.

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