21 March 2018 Pay-TV operators are failing to provide the positive customer experience consumers expect, research shows Share
85% of consumers expect pay-TV providers to be able to consistently provide a positive customer experience, a new Paywizard survey reveals
Close to third have actually experienced a negative interaction or issue with a provider
More than a quarter of consumers have cancelled a pay-TV service due to poor customer experience in the last 12 months
London, 22 March 2018 - The vast majority of consumers want pay-TV operators to demonstrate they understand their needs and provide them with a positive customer experience at every stage of consumer engagement, but close to a third say they are falling short, according to new research from subscription, billing and customer relationship management (CRM) specialist Paywizard.
The survey of more than 3,000 consumers across three bellwether markets - the United Kingdom, the United States and the Philippines - reveals 85% of all respondents expect a positive, personalised customer experience from their pay-TV providers throughout the customer lifecycle, yet the research also shows 31% have in fact experienced a negative interaction or issue with at least one operator in the previous 12 months. The research, detailed in a report entitled Show the Love with customer experience', finds three-quarters of those reporting a negative interaction or issue say it damaged their view of the brand, while just a quarter felt their issue was dealt with effectively and were happy with the outcome.
Bhavesh Vaghela, Paywizard's Chief Executive, comments: This research clearly demonstrates not just the critical importance of customer experience but that a startling proportion of operators are failing to meet the demands of today's connected consumer. The findings make clear that modern consumers, especially millennials coming of age in the era of big-data, expect pay-TV providers to know them - and what's more, with every interaction, reflect genuine insight into their habits, preferences and needs by acting on them.
Vaghela adds: It is all too evident that too many pay-TV operators are simply falling short in their efforts to build customer loyalty and brand reputation. The days when they could rely merely on the strength of their content offering are gone. Instead, operators have to make sure every point in the customer journey - from signing up and accessing content, to being billed and changing a package, to cancelling and even coming back - works for the subscriber.
The research also demonstrates that failing to provide a consistently positive customer experience has real and serious ramifications: 26% of those surveyed terminated an over-the-top (OTT) TV subscription in the previous 12 months because of poor customer experience and 44% of consumers who had experienced a negative interaction or issue with an OTT provider had cancelled. Overall, 75% of all respondents say they would cancel if service and support became poor and a provider seemed out of touch with their needs and preferences.
On the positive side of the customer experience equation, the research also reveals half of consumers across the three markets surveyed kept a pay-OTT subscription they had considered dropping in the previous 12 months because of excellent customer experience.
Other key findings in the survey include:
85% of consumers across all three markets have at least one pay-TV subscription, with two-thirds of respondents having a traditional cable, satellite or IPTV service and half subscribing to an OTT service - with one-third taking both
55% of survey respondents plan to sign up to at least one new pay-TV service of any type in the next six months
Close to half of consumers subscribed to a pay-OTT service in the previous 12 months, with young people proving to be particularly enthusiastic online TV viewers - as under-45s represent 74% of those who signed up to a digital on-demand service
32% took a new pay-OTT subscription the previous year and increased their total spend as a result, while 17% added a new subscription but cut or downgraded either their general package or another pay-OTT service to reduce spend
87% of all consumers say they would be more loyal to a TV service provider that was proactive in ensuring their package and price are always at the best level for them
The new report shows that the pay-TV marketplace is thriving and competitive, notes Vaghela. Looking at these three different markets in Europe, the Americas and Asia Pacific, we see a number of common trends - the continuing momentum of OTT, the power of positive customer experience, and the need for all pay-TV operators to adjust to changing market dynamics.
One of the biggest trends highlighted by the research is the rise of consumers with multiple pay-TV subscriptions spread between traditional options such as cable and satellite and pure online offerings. This group of pay-TV polygamists' - 33% across the three markets surveyed - offers a glimpse into a future where consumers increasingly pick and mix services.
Download the full report, Show the Love with customer experience, click here.
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages
By Matthew Corrigan
Publi...
26/04/2024
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries
...
26/04/2024
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...
26/04/2024
TORONTO Rogers Communications has signed a 10-year agreement with Comcast to bring the latest Xfinity products and technology to Canadians....
26/04/2024
Calrec is very pleased to announce the benefits of its highly flexible approach to customer service has been recognized with a third award for the Argo range. T...
26/04/2024
New Adobe Photoshop with Advanced Generative Fill and Generate Image Brings New ...
26/04/2024
Trends And Takeaways From NAB Show 2024
Melanie Ciotti April 25, 2024
0 Comments
NAB's Eric Trabb (right) awards SNS with two NAB Show Product of ...
26/04/2024
Sony's Ci Media Cloud Keeps NHRA Moving
Brie Clayton April 25, 2024
0 Comments
Cloud-Based Media Asset Management and Collaboration Platform Accel...
26/04/2024
Capitol Broadcasting & Leadership Triangle Collaborate for Third Year
Capitol B...
26/04/2024
The staff at CBC Radio have been hard at work creating several new features for listeners and viewers. Several debuts are taking place this spring.
I have nev...
26/04/2024
26 Apr 2024
Cricket Finds Its Digital Home in Bangladesh: VEON's Banglalink...
26/04/2024
NBA Playoffs 2024: ESPN Rolls Out Huge Production Operation for Busy First Round Tech deployments include miked on-field personnel, shot-distance tracking, AR g...
26/04/2024
NHL Stanley Cup Playoffs: ESPN Ops Team Navigates Both Sides of the Border With ...
26/04/2024
Behind the Scenes at the 2024 NFL Draft in Detroit (Photo Gallery) After just the first round, the 2024 NFL Draft has already made quite an impression in Detroi...
26/04/2024
NFL Draft 2024: Van Wagner Powers Onsite Entertainment Experience for Record Cro...
26/04/2024
Rohde & Schwarz presents spectrum dominance in all domains at AOC Europe Rohde & Schwarz demonstrates the next generation of SIGINT/EW systems and sensor fusi...
26/04/2024
MCine Mauritius is to use Qube Wire for all future DCP deliveries across their e...
26/04/2024
Skeem Saam' May Spoiler: Has Lehasa killed Khwezi?The Skeem Saam' May teasers mention Lehasa being apologetic about killing someone. Is it his baby mam...
26/04/2024
Skeem Saam: Thursday's episode, 25 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African s...
26/04/2024
Prison Journalism: Some issues to considerWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore's rese...
26/04/2024
Tonight on Scandal: A line is crossed and a mother starts to lose focusDon't miss Friday, 26 April's riveting episode of South African soapie Scandal! o...
21 March 2018 Pay-TV operators are failing to provide the positive customer experience consumers expect, research shows Share 
