Assessing the behaviour of pay-TV users: content is king and price is prince

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.