Nagra and Amp re identified in a study "television tribe" The consumer behavior survey reveals five profiles of users of pay TV each with very different patterns in the way they consume and pay for content.
Nagra in association with Ampere Analysisone of the leading companies of research of the television industry in the United Kingdom, has published Television Tribesa study that reveals the new reality of the types of consumers of pay television viewing and describes how operators can unlock new revenue opportunities to their complex needs with relevant content, experiences and technology.
The study, which surveyed consumers in 10 countries around the world identifies five different television tribes:
Content (content-savvy) Connoisseurs: a group of pioneers, young users, high purchasing power and tech-savvy who want everything to order and are willing to pay for it. They are also more likely to unsubscribe.
Broadcast Bingers: a group of low expenditure has no television their main focus
Digitally Detached (detached digital): a generation earlier, more elusive and less likely to spent money on pay TV content.
TV Traditionalists (traditionalists): a group of middle-aged consumers of linear television more interested on the big screen, and particularly in sports.
Super Spenders (supergastadores): experts in linear television with money to spend and have full access to the content.
The research focuses on those familiar with the content, the type of most valuable consumer and faster growth, but also the most demanding, representing 24% of the world market. They are who spend, they love your content and consume significantly more SVoD sources than the average household. They want to build their own packages of TV a la carte and expect high quality on every device experiences.
Nearly 80 percent of the content experts cite platforms of online video as their main source of TV and film content. They also predict that their home will stop watching linear TV completely within five years, but his love for the content makes them more likely to tribe to subscribe to pay TV services.
Traditionalists are the second most valuable tribe to pay TV operators. They represent 18 percent of the market share, often they are ignored in the era of multiple devices and OTT. This group is willing to pay for major TV services, including access to movies and sports live. They are also less likely to beat any other tribe, with only 9 percent saying that they have changed in the past six months.
The study goes beyond to identify the key actions that operators can take to help defend its position in a fast-changing environment, including: Group services suitable for every segment of the market, taking advantage of IP technology and cloud to launch new services on-demand quickly and cost-effectively; achieve a multi-display user experience by adopting data analysis to improve the perception and customization of the client; and security of premium content on all screens.
Ivan Verbesselt, Vice President of marketing for Nagra, points out that "as it blurs the distinction between conventional pay TV and OTT services, understand these television tribes, look at what the most valuable and keep them happy with the" content, compelling experiences and technology, is the first step so that operators unlock new opportunities and remain relevant in a new era of pay television. Fits all strategy will not maximize the value. Meet the needs of different consumer segments is the key to attract and retain subscribers and drive revenue. The successful operators of the future will be those that accelerate your transition to IP for additional flexibility and meet the changing and diverse needs of content consumption, allowing the savvy consumers of the technology to create its own package of TV and order of next-generation services "."
Guy Bisson, director of Investigaci n de Ampere Analysis, adds that "the future is not flee from the changes in the pay television market, but hug them. Successful operators realize that world contained payment has moved beyond the simplicity of rely solely on sports and Hollywood movies to boost subscription and in a business environment characterized by shades of gray. To be successful, operators must understand the very different from todays consumer demands and continue giving them what they want to take the opportunities offered by the services and the content of the transmission".
Access to study Television Tribes.
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Nagra and Amp re identified in a study "television tribe" The consumer behavior survey reveals five profiles of users of pay TV each with very different patterns in the way they consume and pay for content. 
