Jupiter: Price Drives TV Service Switches

JupiterResearch finds over half of consumers would switch TV services to pay less for channels they currently receive, while few want high-def or video-on-demand programming.

A new study from JupiterResearch finds that 52 percent of consumers surveyed would switch to a different pay TV service to get a better price for the same channel lineup they currently access.

“While Internet Protocol TV proponents get caught up in the futuristic possibilities of the technology, consumers remain much more levelheaded about what they look for in a TV service,” said Joseph Laszlo, Research Director at JupiterResearch and author of the report. “Competitors looking to deploy IPTV should avoid overwhelming the consumer with Jetsons-like ‘TV of the future’ and focus, instead, on delivering real value in terms of TV of the present,” added Laszlo.

Cheaper prices was the most common motivator consumers cited when considering switching pay TV services, but 46 percent said they could also be lured by a la carte channel selection