According to the research conducted by the analysts of the company “Signal Media”, an increasingly important role for Russian TV viewers is played by the quality and thematic content of TV channels, even if they have to pay for accessing them.
As a result of the phone polling of 3,000 respondents in all districts and different residential locations in Russia, it was found out that over 50% of TV viewers (53%) connect pay TV intentionally. They are aware that cable, satellite and IPTV broadcasting is not included in the overall bill for utility services, being subject to pay separately. The audience opts for pay TV broadcasting freely and consciously.
Most often, this option does not come out of the family council, but is the result of the lonely decision of any family member.
The factor of crucial importance to opt for pay-per-view broadcasting, the vast majority (83%) of survey respondents called the package of TV channels. 56% of respondents stated that in addition to the package of free television, they wanted to access certain thematic and genre channels. Over 30% of the polled TV viewers were not averse to exchanging a part of free TV content for thematic TV channels of their interest. Only 12% of residents just desired to increase the number of available TV channels.
The company’s analysts point out that the most popular among pay TV subscribers has been children’s and educational content in the last three years.
