The document summarizes the results of an international study on IPTV (internet protocol television). Some key findings: - Nearly half of respondents did not know what IPTV meant. The most common definitions related to watching TV on a computer or an improved version of cable TV. - When asked how to improve TV, the most popular options were creating your own channel and having a larger selection of movies. - Most respondents were not willing to pay an extra fee for a service allowing on-demand content from their TV, computer or mobile device. - Concerns about subscribing to internet-based TV included potential costs, internet reliability, and not getting favorite channels.

1. International IPTV Study
Commissioned by Accenture
Summary of Global Results
Which one of the following does the phrase IPTV mean to you?
NOTE: All numbers reflect percentages.
NOTE: The margin of error at a 95% confidence level is plus or minus three percentage points for the
overall sample in each country. Smaller sub-groups will have larger error margins.
Global UK France Germany Spain Italy US
Don’t know 46 58 47 46 56 40 28
Watching TV on a 13 11 12 18 5 13 21
computer
Improved version of 13 8 11 15 14 16 16
Cable TV
Surfing internet on TV 10 11 4 12 10 11 14
Watching TV on a 8 7 14 5 6 8 10
mobile phone
TV from phone 5 2 8 2 5 7 5
company
New TV game show 2 1 2 1 3 4 2
Other 2 2 1 3 1 2 4
If you could do one thing to make television better, what would it be?
Global UK France Germany Spain Italy US
Creating own channel 26 27 23 20 27 19 37
to watch programmes
Larger number of 30 23 37 31 28 34 28
movies available
More channels 12 15 11 9 17 13 10
More opportunities to 10 6 8 14 12 12 8
interact with programs
Other 11 13 5 15 7 11 10
Don’t know 10 12 16 14 4 10 7

2. How willing would you be to pay an extra fee, in addition to your current
television service, to get a TV service that allowed you to search for
entertainment content such as TV, radio shows and music whenever you want
it?
Global UK France Germany Spain Italy US
Not very willing 18 19 14 17 22 22 18
Not at all willing 55 51 66 65 46 56 46
Very willing 5 8 4 3 6 2 7
Somewhat willing 19 20 13 14 25 16 26
Don’t have TV service 1 1 3 1 2 1 1
Don’t know 2 1 1 1 1 4 2
Which of the following products would you consider using to watch TV?
Global UK France Germany Spain Italy US
Computer 36 31 34 31 43 39 39
Portable gaming 12 16 8 8 16 9 18
console
Portable music player 14 17 7 13 19 11 16
Mobile phone 13 15 8 15 13 12 16
Any of these 43 50 48 45 56 66 61
Which of the following would be most likely to convince you to try a television
service that operates over the internet?
Global UK France Germany Spain Italy US
Any of these 72 83 87 92 76 81
It cost less than traditional TV-related 41 42 35 38 65 18 51
services such as cable or video on
demand
It had less advertising 55 43 47 75 76 37 50
It provided you with a wider selection of 39 43 28 43 53 20 44
programs
You had greater ability to choose 4 45 40 56 72 29 39
specialist programs such as
documentaries by experts
It provided superior customer service 34 31 16 33 66 21 38
Your friends or family told you good 29 31 17 23 52 12 37
things about it
It allowed you to watch TV on the move 20 26 13 17 25 12 29
or away from home through a mobile
device
You had greater ability to interact with 18 19 9 25 26 10 20
programs such as playing along with
game shows or voting on program-
related questions

3. Which of the following would be among your concerns about subscribing to a
television service based on the Internet?
Global UK France Germany Spain Italy US
Any of these 98 83 82 88 92 74 85
It may cost too much 54 57 38 64 75 31 56
Internet connections go down too 39 42 25 41 65 20 38
often and you would not want that
to happen to your TV service
You may need to change your TV 35 41 17 44 62 11 37
set
You would be worried about not 29 32 13 28 56 12 34
being able to get all of your favorite
channels
You would be worried about 38 43 21 38 68 23 34
getting a computer virus on your
TV
You may not understand how it 30 33 22 22 52 21 30
works
You may end up spending too 34 40 28 33 51 18 30
much time in front of the TV
There may be too many options 28 34 26 38 33 13 24
and you would not know what to
choose