Men aged 18-34 are most likely to buy apps that allow them to view TV network programming without also buying a subscription to a cable or satellite channel bundle, according to a NPD Group Connected Intelligence survey of 2,888 U.S. consumers over the age of 18.
The Great Unbundling of Pay TV Report also found that such network apps need to be affordable, reliable, and easy to use, with cost topping the list of purchase factors.
Additionally, the report explores the arrival of un-authenticated TV network apps, bundling of streaming video and pay TV channels, and the inception of virtual multi-channel video programming distributors (MVPDs) leveraging broadband delivery.
These over-the-top (OTT) apps also need to be easy to use and have a full array of content in order to attract the millennial male demographic, the report noted.
"Content is king and usability keeps viewers coming back," John Buffone, executive director of Connected Intelligence, told eWEEK. "This is why we are seeing content- strong networks such as HBO and CBS be first movers in this market."
According to the study, 62 percent of men 18-34 years- old are aware of the currently available or announced over-the-top TV network apps.
Of those, 60 percent are extremely or very interested in direct subscriptions to one or more of those apps.
"In the near future we expect more networks to follow-suit and develop apps that make their content available outside of the traditional pay TV distribution model," Buffone explained. "You will also see networks invest in enhancements that optimize in-app navigation and search in order to maximize streaming hours."
Overall, the awareness and interest among this viewer segment is significantly higher than the general population.
Other metrics included in the report are future subscription interest ratings, ranking of factors important to consumer’s subscription decisions, and more complete demographic breakdowns.
"Millennial men are the most interested in trying services that allow them choice and flexibility," Buffone said. "In this case it is access to premium content without the need to subscribe to a larger TV channel bundle from a cable or satellite provider."
The single largest gap in OTT app content, the survey found, is access to game day sports coverage.