25% likely to switch-off pay TV in Australia

via media release

Cutting the cable

Will Australians cut the cable?

Research released today by Free TV Australia revealed that one in four pay TV subscribers are likely to cancel or downgrade their pay TV subscription because of the increased choice offered by the new free-to-air channels.

The national survey, conducted by Jigsaw Strategic Research last month, was part of a broader quantitative study of more than 1,500 digital TV viewers that explored consumers’ attitudes towards the recently launched free-to-air channels (ie. 7TWO, GO!, ONE, 7MATE and GEM as well as ABC2, ABC3, ABC News 24, SBSHD, SBSTwo).

The study found that:

  • 7 out of 10 people say that free-to-air TV is getting better.
  • 1 in 3 people admit that they are watching more TV now that they have access to the additional free-to-air channels.
  • 6 in 10 people say that the new free-to-air channels are now part of their regular TV viewing.
  • 77 per cent of people (without pay TV) are now much less or less likely to consider subscribing to pay TV because of the increased choice offered by the new free-to-air channels.
  • 25 per cent of current pay TV subscribers are either very likely or likely to consider cancelling or downgrading their pay TV subscription because of the increased choice offered by the new free-to-air channels.
  • 64 per cent of lapsed pay TV subscribers (those who have switched-off their pay TV service in the last 12 months) say that the increased choice offered by the new free-to-air channels was an important factor in their decision to cancel their pay TV service.

Free TV CEO, Julie Flynn, said the research recognises the quality of the new channels and reaffirms the strength of the free-to-air digital platform in Australia.

“The research highlights the increasing popularity of free-to-air television and shows how the new channels have quickly become a part of our everyday TV viewing.”

Flynn adds, “The research also recognises Australians appetite for more, quality programming that you don’t have to pay for.”

Posted under Media Mix, Television

Written by Craig Wilson

3 Responses to “25% likely to switch-off pay TV in Australia”


Comment by Dan German on December 4th, 2010

Hardly rubbish…

Google TV is out very soon in Aus, I reckon the tech heads will be more inclined to switch to this platform than any other.

Comment by Phill Ohren on January 7th, 2011

[...] 7Mate and GEM are added to Freeview We got two new channels added to our digital selection this week…ot two new channels added to our digital selection this week. Channel 7′s third offering 7mate has been described as being aimed at the young male demographic and has been widely promoted by 7. [caption id="attachment_452" align="aligncenter" width="481" caption="7mate the new offering from Channel 7 aimed at young males"][/caption] GEM came as a complete surprise to me. I switched on my TV and Channel 9 was showing the wrong programs according to the TV Guide. I checked the EPG (electronic program guide)  on the TV and found that I was on GEM. I don’t remember any promotion for this from Channel 9. GEM has taken over 9′s HD (High Definition) feed, so I hope this is where they are going to show the sport in future. [caption id="attachment_453" align="aligncenter" width="479" caption="GEM secretly launched by Channel 9 this week"][/caption] So far they both seem to be showing only repeats of shows that have been on their main Channel. But last night 7mate showed That 70′s Show at 7 O’Clock and was a better option than the squillionth repeat of Two and a Half Men or that promotion vehicle dressed up as a show The 7PM Project. Does anyone watch that? How stupid do Channel 10 think that the Australian public are? Thirty minutes of promotion for your other shows and for anyone else that will pay you, does not constitute entertainment, or news for that matter. Anyway I will keep my square eyes peeled on the new stations and will certainly let you know if there is anything that I think is worth a look. [...]

Comment by New Australian Free to Air Channels | Oz TV Reviews on September 27th, 2011

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