Almost by definition, consumers who choose not to buy a popular product such as linear subscription video have objections based on value, price, or both. “Nearly half of American cord cutters/nevers said price was the main reason they cut the cord or never connected, the highest rate among all seven countries we reviewed,” say analysts at S&P Global.
On the other hand, over-the-air television is seen as a viable way to satisfy video entertainment needs by just 10 percent of poll respondents who choose not to buy a linear subscription service.
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