Most Americans Planning No Cutbacks to Pay TV Subscriptions in 2009

• Press Release
• Source: Pike & Fischer
• On 3:14 pm EDT, Wednesday April 8, 2009

SILVER SPRING, MD--(MARKET WIRE)--Apr 8, 2009 -- Fears that the recession will encourage more and more people to drop cable or satellite TV service and rely on free online video services appear to be exaggerated, results from a new nationwide survey indicate.

Nearly 70 percent of consumers responding to the survey, sponsored by market research provider Pike & Fischer, said they plan to keep their current cable or satellite TV service this year. Only two of the 600 respondents to the survey, conducted in March with the help of Amplitude Research, Inc., said they plan to drop their multichannel video service to cut household expenses.

However, nearly 15 percent of respondents said they intend to downgrade to a lower-priced video subscription this year, through such means as giving up premium channels. Only 8 percent of respondents said they plan to upgrade their service to receive expanded numbers of channels or advanced services such as high-definition TV.

Although there are no signs yet that the Web is on its way to replacing traditional TV, a substantial number of respondents said they are turning to the Web to watch video. About 32 percent of respondents to the survey said they regularly watch video from Web sites such as Hulu, YouTube and iTunes.

"The results indicate that consumers appear to be willing to continue paying for cable or satellite TV, despite the fact that they can get a vast amount of shows for free or very low cost on services like Hulu and Veoh," said Scott Sleek, director of P&F's Broadband Advisory Services. "But they don't appear to be willing to spend any extra money for premium channels or on-demand movies. And they're increasingly willing to go to the Internet to watch their favorite shows."

Results of the survey are detailed in a new Pike & Fischer report, Web Video Usage: A Consumer Survey, priced at $995 and available for purchase at www.broadbandadvisoryservices.com. For analyst commentary or to request a briefing, contact Scott Sleek at 301-562-1530, ext. 291 / ssleek@pf.com.

Pike & Fischer, a BNA Business, offers a host of legal and business products covering the telecommunications industry. For information about Pike & Fischer's Broadband Advisory Services, visit www.broadbandadvisoryservices.com or contact Jonathan Wentworth Ping at 973-718-4703 / jping@pf.com.

     Contact:
     Scott Sleek
     301-562-1530, ext. 291
     Email Contact
      
     Jonathan Wentworth Ping
     973-718-4703
     Email Contact