The recent launch of Sling TV and announcement of upcoming Internet-based TV network packages from Sony and Apple heralds the advent of a new disruption to the traditional pay-TV model,

1. P O W E R E D B Y CENTRIS MARKETING SCIENCE
A L L R I G H T S R E S E R V E D
Data Source: Q4 2014 Centris National Tracking Study data n=5,432 US households
with no pay-TV service subscription
WHO ARE THE
PRIME TARGETS
FOR DISH, SONY
& APPLE’S
NEW OTT TV
BUNDLES?
The recent launch of Sling TV and announcement of upcoming Internet-
based TV network packages from Sony and Apple heralds the advent of a
new disruption to the traditional pay-TV model,
BUT WHAT IS THE REAL MARKET
OPPORTUNITY FOR THESE SERVICES?
Currently, Centris estimates that approximately
do not have a pay-TV subscription. Of these, 52% have the broadband
Internet connection required to stream Internet video.
The majority of no-pay-TV/broadband households use OTA or SVOD
services.
in this segment use both OTA and SVOD services. These households could
be a prime target for these new Internet pay-TV services.
20 million US households
3 in 10
households
of non-pay-TV/broadband households are currently
paying for more than one SVOD subscription,
suggesting that they are willing to pay for video if the
price/value proposition is right.
27%
57% 56%
28%
Use OTA broadcast TV Have SVOD
Subscriptions
Use OTA and SVOD
Subscriptions
Use of SVOD & OTA
Among Households with No Pay-TV &
Broadband Internet