TORONTO – Almost eight in 10 Canadians think it’s a good, even excellent, idea to be able to choose TV channels a-la-carte, according to a recent survey by Toronto firm Solutions Research Group.
Not only do Canadians want more choice and control in what they watch on television, they say they’re willing to pay more on a per-channel basis to get it, says the company’s recent Digital Life Canada Quarterly Study, which followed the federal government’s request that the CRTC study ways to have TV providers provide more options (something the CRTC had already started to do).
SRG’s survey shows that 79% of Canadian consumers think it’s a “good” or “excellent” idea to be able to buy TV channels individually or in smaller packages. Of course, notes the survey, that isn’t particularly surprising since individual customization is generally desirable, but the survey respondents’ views when price tags are attached to these choices are perhaps more telling.
Sixty-four per cent (64%) of consumers thought it would be a good or excellent idea to buy channels in small packages or individually if they had to pay somewhere between $0.50 to $3 per channel, while 56% still felt the same way even if the cost per channel rose to somewhere in the $1 to $5 range. When asked why they thought purchasing channels in small packages or individually was so appealing, by far the most popular answer — with 53% support from respondents — was that they only wanted to pay for channels they like.
Here’s a sample of explanations:
“People can save money and only get the channels they want instead of spending more and buying 100 channels they won't watch.”
“There are a lot of channels that we don't watch, so if we could make up our own package we would have every channel we wanted.”
“Being able to buy the few channels we do want and nothing else would be excellent and a lot better value for our money.”
The other most popular reasons for choosing channels on an a la carte basis were:
“Picking channels will be cheaper” (19%);
“I only watch a few channels” (13%);
“I like the concept” (8%); and
“Customers should have a choice” (7%).
With the expansion of over-the-top options including Netflix, some people have been turning away from paid TV options like cable and satellite and getting their home entertainment in other ways. An earlier analysis by SRG in 2013 found that 1.1 million households in Canada have broadband service but no paid TV.
“I am probably getting rid of cable service altogether because it is so expensive and you can stream a lot of shows for free online now."
“I am probably getting rid of cable service altogether because it is so expensive and you can stream a lot of shows for free online now,” was another survey response that should give TV providers pause to think.
As well, 86% of Netflix users and 84% of torrent users believe it’s a good or excellent idea to be able to choose their channels – higher than the overall average of 79%. “Clearly, the idea of a-la-carte is appealing to those who are using alternative options for video entertainment,” reads the report.
Despite the interest in a-la-carte by over half even at relatively high price points per channel, some like their TV just the way it is. “It would be way too expensive then because I like the option of variety,” said one survey respondent, while another stated: “Some people in the house like different channels than others, and when we have guests they should be happy with our selection too. Currently we have around 300 channels for a decent price and love it.”
The results are based on a survey of Canadian consumers conducted in November 2013 as part of SRG’s national Digital Life Canada tracking study. Each quarter, the company conducts detailed interviews with 1,000 Canadian consumers and reports on the key metrics and trends related to mobile and home entertainment, including TV, video, mobile, online video and social media.
