A global market of 25 million subscribers and $10 billion revenues by 2010 is forecast.
But this study of 6,000 European and US consumers finds half of people do not yet grasp what IPTV is and most say they are unwilling to pay extra for it. Even so, there is substantial interest in the services and flexibility IPTV could provide, such as creating a personalised channel to watch programmes whenever wanted.
Initial marketing should be targeted at younger age groups, which, despite being used to downloading content for free, appear more willing to pay for services than older consumers. The study also emphasises the need to deliver a reliable service to television sets: consumers prefer watching on a television set, with mobile phones and other portable devices least favoured.
International IPTV consumer readiness study
Accenture, 2 March 2006.
Reviewed by Steve Lodge.