About 68 percent of U.S. pay TV subscribers are willing to switch service providers in exchange for a price discount of 20 percent, according to new data from market research firm Strategy Analytics. That may sound like good news to telco TV players looking to gain on cable TV firms. However, the study also notes that a not-modest 33% of telco TV/IPTV subscribers would switch away or back again--despite a 95 percent overall satisfaction rating among telco TV customers. Across all services, fewer than 22 percent of subscribers felt they were getting "value for money" that exceeded expectations, a Strategy Analytics press release stated.
Ben Piper, director of the Strategy Analytics Multiplay Market Dynamics service, advised that with such variables at work, telco success in TV services is far from a forgone conclusion.
Here's the Strategy Analytics press release
Strategy Analytics last year predicted 15.5 million U.S. IPTV subs by 2013