Wireless & Mobile Landscape

U.S. TV and Internet Providers: Competing services for mobile consumers’ TV time

U.S. mobile consumers have a wide range of options when they want to watch video content both inside and outside of their home. No longer is ‘TV’ simply the channels provided by a cable or satellite TV provider, as a number of popular Internet video services, such as Netflix, YouTube, and WatchESPN, offer alternatives.

A significant number of U.S. mobile consumers no longer have a cable or satellite service, and iGR explores why they disconnected their service and how they ‘watch TV’ now. This market study also measures how likely other U.S. mobile consumers are to disconnect their TV service in the near future.

How do U.S. mobile consumers use their cable or satellite TV service and their Internet service to watch video and what is the impact of video OTT services? This market study provides data to answer these questions, such as which of the two services consumers use for various types of content, including series, news, talk shows and movies, where consumers watch video, and how often consumers watch video content.

As part of the analysis of the cable and satellite TV service and home Internet service used by U.S. mobile consumers, the study includes the Net Promoter® Scores that U.S. consumers gave their current providers. This market study is based on results from two online surveys, each with over 1,000 U.S. mobile consumers, that iGR fielded in March 2017.


Key Questions Answered

  • Which cable or satellite TV service providers are used by U.S. mobile consumers?
  • Which home Internet service providers are used by U.S. mobile consumers?
  • What is the Net Promoter® Score for the top TV and home Internet service providers?
  • What devices, from smartphones to Internet-enabled TVs, are used in U.S. consumer households?
  • How do consumers watch video? What sources, such as cable TV or Internet OTT services, do they use for various types of content and how often do they watch?
  • What percentage of consumers do not have a TV or home Internet service provider?
  • Why have consumers disconnected their cable or satellite TV service?
  • How likely are consumers to disconnect their cable or satellite TV service in the future? Why might they do so?
  • How do consumers’ use of video services vary according to demographic variables, such as age, employment status, and education?

Who Should Read

  • Mobile operators
  • Cable MSOs and other fixed broadband providers
  • Device OEMs
  • Content providers and distributors
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
  • Methodology
  • U.S. TV Service Providers
    • TV Service Providers
    • TV Service Provider Net Promoter® Score
  • U.S. Internet Service Providers
    • Internet Service Providers
    • Internet Service Provider Net Promoter® Score
    • Home Internet Service
    • Devices Used for Internet and TV Service
  • How Mobile Consumers Watch Video
    • Frequency
    • Locations
    • Sources
    • Usage of Internet Apps for Video Content
  • The Trend to Disconnect TV Service
    • Mobile Consumers without TV Service
    • Mobile Consumers with TV Service
  • Consumer Demographics
    • Demographic Profile of U.S. Consumer Respondents in early March survey
    • Demographic Profile of U.S. Consumer Respondents in late March survey
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: TV Service Provider among U.S. Mobile Consumers
  • Table 2: TV Service Provider by Age among U.S. Mobile Consumers
  • Table 3: TV Service Provider by Income among U.S. Mobile Consumers
  • Table 4: Likelihood to Recommend TV Service Provider among U.S. Mobile Consumers
  • Table 5: TV Service Provider Net Promoter® Score among U.S. Mobile Consumers
  • Table 6: Reasons for Likelihood to Recommend TV Service Provider
  • Table 7: Reasons for Likelihood to Recommend TV Service Provider, by Promoters and Detractors
  • Table 8: Internet Service Provider among U.S. Mobile Consumers
  • Table 9: Likelihood to Recommend Internet Service Provider among U.S. Mobile Consumers
  • Table 10: Internet Service Provider Net Promoter® Score among U.S. Mobile Consumers
  • Table 11: Reasons for Likelihood to Recommend Internet Service Provider
  • Table 12: Reasons for Likelihood to Recommend Internet Service Provider, by Promoters and Detractors
  • Table 13: Internet Service at Home among U.S. Mobile Consumers
  • Table 14: Speed of Internet Service at Home among U.S. Mobile Consumers
  • Table 15: Devices that can be used to watch ‘TV’ among U.S. Mobile Consumers
  • Table 16: TV Devices Used among U.S. Mobile Consumers
  • Table 17: Number of TV Devices Used among U.S. Mobile Consumers
  • Table 18: Connected TV Devices Used among U.S. Mobile Consumers
  • Table 19: Internet TV Set-up
  • Table 20: Frequency of Watching Video Content among U.S. Mobile Consumers
  • Table 21: Frequency for Different Types of Video Content among U.S. Mobile Consumers
  • Table 22: Very Often and Often Frequency for Different Types of Video Content
  • Table 23: Locations for Watching Video Content among U.S. Mobile Consumers
  • Table 24: Source for Different Types of Video Content
  • Table 25: Percent of Video-Watching Time on OTT Services
  • Table 26: Preferred Sources for Video Content
  • Table 27: Disconnected Previous TV Service among U.S. Mobile Consumers
  • Table 28: Why Disconnected TV Service among U.S. Mobile Consumers
  • Table 29: How Watch TV at Home without TV Service among U.S. Mobile Consumers
  • Table 30: Likelihood to Disconnect TV Service among U.S. Mobile Consumers
  • Table 31: Why Might Disconnect TV Service among U.S. Mobile Consumers
  • Table 32: Respondent Age
  • Table 33: Respondent Gender
  • Table 34: Respondent Ethnic Background
  • Table 35: Respondent Annual Household Income
  • Table 36: Respondent Level of Education
  • Table 37: Age of Children in Household
  • Table 38: Respondent Region
  • Table 39: Respondent Marital Status
  • Table 40: Respondent Age
  • Table 41: Respondent Gender
  • Table 42: Respondent Ethnic Background
  • Table 43: Respondent Annual Household Income
  • Table 44: Respondent Level of Education
  • Table 45: Age of Children in Household
  • Table 46: Respondent Region
  • Table 47: Respondent Marital Status

List of Charts and Figures

  • Figure A: TV Service Provider among U.S. Mobile Consumers
  • Figure B: Preferred Sources for Video Content among U.S. Mobile Consumers
  • Figure C: Why Disconnected TV Service among U.S. mobile consumers
  • Figure D: How Watch TV at Home without TV Service
  • Figure E: Likelihood to Disconnect TV Service in Next Six Months
  • Figure 1: TV Service Provider among U.S. Mobile Consumers
  • Figure 2: TV Service Provider by Age among U.S. Mobile Consumers
  • Figure 3: TV Service Provider by Income among U.S. Mobile Consumers
  • Figure 4: Likelihood to Recommend TV Service Provider among U.S. Mobile Consumers
  • Figure 5: TV Service Provider Net Promoter® Score among U.S. Mobile Consumers
  • Figure 6: Reasons for Likelihood to Recommend TV Service Provider
  • Figure 7: Reasons for Likelihood to Recommend TV Service Provider, by Promoters and Detractors
  • Figure 8: Internet Service Provider among U.S. Mobile Consumers
  • Figure 9: Likelihood to Recommend Internet Service Provider among U.S. Mobile Consumers
  • Figure 10: Internet Service Provider Net Promoter® Score among U.S. Mobile Consumers
  • Figure 11: Reasons for Likelihood to Recommend Internet Service Provider
  • Figure 12: Reasons for Likelihood to Recommend Internet Service Provider, by Promoters and Detractors
  • Figure 13: Internet Service at Home among U.S. Mobile Consumers
  • Figure 14: Speed of Internet Service at Home among U.S. Mobile Consumers
  • Figure 15: Devices that can be used to watch ‘TV’ among U.S. Mobile Consumers
  • Figure 16: TV Devices Used among U.S. Mobile Consumers
  • Figure 17: Number of TV Devices Used among U.S. Mobile Consumers
  • Figure 18: Connected TV Devices Used among U.S. Mobile Consumers
  • Figure 19: Internet TV Set-up
  • Figure 20: Frequency of Watching Video Content among U.S. Mobile Consumers
  • Figure 21: Frequency for Different Types of Video Content among U.S. Mobile Consumers
  • Figure 22: Very Often and Often Frequency for Different Types of Video Content
  • Figure 23: Locations for Watching Video Content among U.S. Mobile Consumers
  • Figure 24: Source for Different Types of Video Content
  • Figure 25: Percent of Video-Watching Time on OTT Services
  • Figure 26: Preferred Sources for Video Content
  • Figure 27: Disconnected Previous TV Service among U.S. Mobile Consumers
  • Figure 28: Why Disconnected TV Service among U.S. Mobile Consumers
  • Figure 29: How Watch TV at Home without TV Service among U.S. Mobile Consumers
  • Figure 30: Likelihood to Disconnect TV Service among U.S. Mobile Consumers
  • Figure 31: Why Might Disconnect TV Service among U.S. Mobile Consumers
  • Figure 32: Respondent Age
  • Figure 33: Respondent Gender
  • Figure 34: Respondent Ethnic Background
  • Figure 35: Respondent Annual Household Income
  • Figure 36: Respondent Level of Education
  • Figure 37: Age of Children in Household
  • Figure 38: Respondent Region
  • Figure 39: Respondent Marital Status
  • Figure 40: Respondent Age
  • Figure 41: Respondent Gender
  • Figure 42: Respondent Ethnic Background
  • Figure 43: Respondent Annual Household Income
  • Figure 44: Respondent Level of Education
  • Figure 45: Age of Children in Household
  • Figure 46: Respondent Region
  • Figure 47: Respondent Marital Status

For additional information on the U.S. TV and Internet Providers: Competing services for mobile consumers’ TV time market study, please contact Iain Gillott, at (512) 263-5682 or by email.