U.S. consumers most likely to invest extensively in a la carte: While many consumers would be willing to switch their current TV service for an a la carte service, 27% in Australia and 25% in the UK would not be willing to pay for such a service – in contrast to 19% in Singapore and just 11% in the U.S. The most frequently cited monthly payment limits that consumers would be willing to spend on a la carte services are £20 (19%), $20 AUD (20%), $20 SGD (27%) and $30 USD (31%). However, 17% of U.S. respondents would pay up to $75 USD per month.
HD streaming is more of a priority for consumers in Singapore: While the viewing experience is undoubtedly important for consumers, HD streaming is seen by many as a luxury rather than a necessity. When asked if they would be willing to upgrade their internet subscription and pay more to watch streamed HD content, 39% of U.K. consumers would not, for the main reason that HD content is not an important factor for them. In contrast, price is the main inhibitor in both Australia (29%) and the U.S. (31%) where the most common response is that consumers would not be willing to spend any more money to upgrade. In contrast more consumers in Singapore are willing to upgrade their services to allow HD streaming, if the content they want is available in HD, with 30% of respondents in Singapore citing this option.
Cable and satellite subscriptions are still most popular for paid content: 67% of U.S. respondents pay for the majority of their TV content, compared to half of the respondents in Singapore and just under half (48%) of U.K. respondents. In Australia, free TV content is much more popular, with only 34% of respondents paying for the majority of their TV content. Of the respondents that pay for the majority of their TV content, an overwhelming 82% in the U.K. mainly use a monthly subscription service via a cable or satellite provider.
Consumers in Australia and U.S, who pay for the majority of their TV, are more likely to use OTT as main source of content: Australia (22%) and the U.S. (14%) see a greater use of mainly OTT services like Netflix and Amazon Prime compared to just 9% in the U.K. and 4% in Singapore. Streaming devices or set-top boxes from telecoms providers are much more common in Singapore, with 44% of those who pay for TV content viewing the majority of it through these devices. This compares to 16% and under in the other markets.