A new report from The Diffusion Group (TDG) said 60 percent of adult broadband users (about 95 million consumers) are enthusiastic about TV Everywhere services, while 34 percent (about 54 million) are willing to pay at least $5 extra per month to enjoy such access.
"Current TV Everywhere-type offerings remain relatively fledging services with little in the way of compelling content," said Michael Greeson, TDG founding partner and author of the new report, in a statement. "That’s to be expected from a service breaking new ground."
As time passes, Greeson expects incumbents will become more likely to "pull a Hulu" – that is, wean customers into using the free site until demand and breadth of content can support the introduction of a premium tier worthy of an additional monthly fee.
TDG’s new report, "Early Demand for TVE Services – A Consumer Snapshot," mines recent primary research focused on the video viewing behavior of adult broadband users across multiple screens including TVs, PCs, and mobile devices. The report sizes the early market for TVE-like services, and profiles two key early market segments, Enthusiasts and Optimals.