TV subscribers will reach 1.4 billion by 2013
April 15, 2009
The number of television services subscribers through broadband cable and internet will reach 1.4 billion by the year 2013, according to a new report.
The report, from consulting firm Parks Associates, said video-on-demand services (VoD) will help cable providers gain and retain customers in the competitive market for TV services.
Households with broadband VoD services that allow them to watch programming anytime have actually increased their viewing of primetime television, according to the report.
"Online video is not robbing primetime of its audience but supplementing it," said Jayant Dasari, a research analyst for Parks Associates. "The majority of U.S. broadband households use online video to catch up on their TV viewing."
The analyst said 36 percent of those who pay for internet video content have increased consumption of primetime television.
Cable operators retain the largest share of the U.S. television service market, but subscriptions to internet TV services grew over 110 percent from 2007 to 2008, the report said.
Providers can remain competitive for subscribers by leveraging VoD services, which increase customer satisfaction and create avenues for new revenue-generating service strategies, Parks Associates said.
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