1. In the wake of the recent net neutrality ruling and subsequent deal enabling
Netflix to deliver video content directly to Comcast’s network rather than using
a third-party network, Centris surveyed US consumers to gauge their
awareness of the net neutrality issue and its potential impact on video
streaming.
While it remains to be seen what impact, if any, changes in net neutrality will have on
streaming video on-demand (SVOD) subscription pricing, survey results suggest
that increased costs could foster a propensity to drop SVOD services.
Although net neutrality has garnered considerable attention in the industry press,
consumer awareness of the issue and its potential impact is low. Only 26% of all
respondents surveyed were aware of the recent federal court ruling. When only
those consumers who use over-the-top video (OTT) are considered, awareness
only increases to 29%. After being prompted with a description of the ruling, OTT
users were asked how they felt it would affect their ability to stream. Almost half were
unsure of the potential impact and three in ten feared it would result in reduced
streaming speeds.
Note: These results are based on a survey of the EOV panel and include responses from 251 US households
surveyed between February 25 and February 27, 2014.
65%
92%
97%
19%
62%
79%
10% Price Increase in
Subscription Cost
50% Price Increase in
Susbscription Cost
Subscription Cost
Doubles
Streaming Video-on-Demand (SVOD)
Subscription Price Increases & Likelihood
to Cancel
Likely to Cancel At Least One SVOD Subscription
Likely to Cancel All SVOD Subscriptions