Assessing the behaviour of pay-TV users: content is king and price is prince
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The latest GSMA Intelligence Consumers in Focus Survey shows that, for the first time, cost is not the biggest factor when consumers select online TV services. The availability of a good selection of mainstream content (a perennial runner-up in previous annual surveys) has scored slightly higher than low cost, on average across eight major markets surveyed in late 2022.
The survey allows a thorough review of the behaviour of pay-TV users. Importantly, it highlights differences between traditional pay TV and online TV, with implications for key players in the sector in terms of pricing, content portfolios and the positioning of propositions for consumers.
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