Consumers desire to cut costs in a struggling economy, in addition to the expansion of free and lower-cost content options, present challenges to the $100 billion pay TV industry, and fears of cord-cutting abound. As new technologies develop, consumers continue to shift or cancel subscriptions, spelling a slowdown in revenue growth and lower subscriber counts. Industry players will need to rethink their marketing mix as adoption of newer technologies accelerates.

Consumers desire to cut costs in a struggling economy, in addition to the expansion of free and lower-cost content options, present challenges to the $100 billion pay TV industry, and fears of cord-cutting abound. As new technologies develop, consumers continue to shift or cancel subscriptions, spelling a slowdown in revenue growth and lower subscriber counts. Industry players will need to rethink their marketing mix as adoption of newer technologies accelerates.

In this custom report, Mintel examines the dynamics of the pay TV industry and reviews the strategies of its biggest players.

Analysis and insights offered include:

what types of revenue are growing fastest

what role does online content play in subscribership

why subscribers are being pulled away from cable

which technologies offer true points of differentiation

which technologies will be disruptive to the pay TV model

consumer brand perceptions of leading providers and service in general

marketing strategies and recent innovations of industry leaders

why respondents are switching providers

which demographics are most likely to switch

which demographics are most likely to be drawn toward advanced pay TV features.