Skip to main content

Cable TV Must Prepare for a Mass Migration

According to a Parks Associates market study, cable television could see a mass migration away from its services, if providers do not improve their consistently low satisfaction ratings among current subscribers.

Their new report reveals that subscribers to satellite television and telco/IPTV are significantly more likely to be satisfied with their services than both basic and digital cable subscribers.

These market conditions leave cable carriers vulnerable to subscriber churn, and the market analysis recommends they quickly enhance advanced services like video-on-demand (VoD) to reverse this trend.

"Cable subscribers are generally less satisfied, which creates opportunities for satellite and telco/IPTV providers to grab customers," said Kurt Scherf, vice president, principal analyst, Parks Associates.

Although cable operators have improved service efforts, cable operators will still hemorrhage subscribers unless they are perceived as offering leading-edge features at equal or better value. In today's economic climate, carriers cannot afford to ignore these findings.

Cable operators have struggled in selling the value of their services, Scherf said, and framing their services as an enhanced and convenient form of entertainment will be critical in reestablishing higher satisfaction. VoD initiatives, particularly those aimed at delivering a "Primetime, Anytime" experience, should be key elements in this effort.

"Subscribers who actively use primetime VoD services show significantly higher satisfaction levels," Scherf said. "Primetime VoD offerings are potential ARPU generators and trigger churn toward the provider, a reversal of current market trends."

Popular posts from this blog

AI-Driven Data Center Liquid Cooling Demand

The rapid evolution of artificial intelligence (AI) and hyperscale cloud computing is fundamentally reshaping data center infrastructure, and liquid cooling is emerging as an indispensable solution. As traditional air-cooled systems reach their physical limits, the IT industry is under pressure to adopt more efficient thermal management strategies to meet growing demands, while complying with stringent environmental regulations. Liquid Cooling Market Development The latest ABI Research analysis reveals momentum in liquid cooling adoption. Installations are forecast to quadruple between 2023 and 2030. The market will reach $3.7 billion in value by the decade's end, with a CAGR of 22 percent. The urgency behind these numbers becomes clear when examining energy metrics: liquid cooling systems demonstrate 40 percent greater energy efficiency when compared to conventional air-cooling architectures, while simultaneously enabling ~300-500 percent increases in computational density per rac...