Availability of online video services attracts more and more viewers. Traditional TV viewers are decreasing as subscription video on demand is increasing. The trend is likely due to an increasing consumer preference for subscription video on demand as well as declining numbers of live TV viewership. Learn how to monetize OTT (over the top) services: https://www.vindicia.com/solutions/ott-and-entertainment

1. 1
Traditional TV
Subscription Rates
Fall as Online
Video is Expected
to Increase
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.

2. 2
Traditional TV Subscription Rates Fall as Online
Video is Expected to Increase
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
It seems more customers are navigating away from traditional television services,
regardless of whether they use cable or satellite. For instance, the outlook for Verizon is
a little rocky, despite the company's recent purchase of Yahoo. Verizon lost 41,000
television subscribers in Q2, reported The Consumerist. Approximately 4.6 million
customers remain, putting Verizon behind large competitors like Comcast and even small
ones like Cox Communications. The company blames the nearly two-month-long
strike consisting of call center workers, installers and electricians during the spring, which
led to a backlog of new installations. However, as The Consumerist noted, this backlog
doesn't account for existing customers who decided to cancel their service.
" The current drop in
Dish subscriptions is
three times the
number analysts
predicted."
Meanwhile, as Business Insider reported, pay-TV
subscriptions for Dish Network are also on the decline. In
Q2 2016, the number of new Dish subscriptions decreased
by 111,000 compared to the same quarter in 2015.
Meanwhile, overall subscriptions were down 281,000
compared to last year, when they were only down 81,000.
The current drop in subscriptions is three times the number
analysts predicted.

3. 3© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
The company was marketing its Sling TV skinny bundle package, a subscription
business model that lowers prices but restricts the number of channels customers can
view. Both satellite and cable companies alike believed the skinny bundle model would
bring back higher subscription rates, but the strategy is failing to live up to expectations.
This is likely due to an increasing consumer preference for subscription video on
demand as well as declining numbers of live TV viewership. Compared to 2014,
American adults watch 18 fewer minutes of live TV per day – a decrease of 6 percent.
In addition, as The Consumerist noted, Dish has been involved in numerous carriage
disputes which resulted in some customer losing channels like the NFL Network. These
disputes have no doubt resulted in unsatisfied customers cancelling their subscriptions.
Online video continues to grow
Despite the recent drop in Netflix shares, the market for over-the-top video is still
expected to expand over the next five years. For example, according to Digital TV
Research, global revenues will rise to $64.8 billion by 2021 – over twice the $29.4 billion
seen in 2015. Although the U.S. will remain the world leader in OTT video consumption,
much of this growth will come from viewers in the Asia Pacific region, contributing $12.7
billion over time.

4. 4© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
Even though OTT video and other forms of online content recently slowed in terms of
growth, streaming video has effectively disrupted traditional television and is unlikely to
disappear anytime soon.

5. 5© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.
About the Author: Bryta Schulz
Bryta joined Vindicia in 2013 and serves as Senior Vice
President of Marketing. She is responsible for building brand
awareness, creating go-to-market strategy and promotion, and
driving growth. With over a decade of executive level marketing,
product management and PR experience, Bryta has led
marketing teams in enterprise technology and SaaS companies.
Her experience includes heading product marketing at GoGrid,
PGP, RSA and Symantec and business development and
product management positions at Xcert, Thales, and
Persistence Software. Bryta holds a MA in Translation from the
Johannes Gutenberg University Mainz and an MBA from the
University of Reutlingen.
Visit our Blog for more information.

6. 6
Like us on Facebook
facebook.com/vindicia
Follow us on Twitter
@Vindicia
Connect with us on Linkedin
linkedin.com/company/vindicia
Thank You
© 2015 Vindicia, Inc. All rights reserved. Vindicia Confidential.