Internet STB buyers could threaten traditional pay-TV

Consumers are feeling more inclined to move away from traditional pay-TV services to video streaming services, according to new research from The Diffusion Group.

Of the 28% of consumers likely to purchase an Internet set-top box (iSTB) in the next six months, over half indicated that their motivation is due in some degree to their desire to use streaming video services as a replacement for pay-TV.

56% said of consumers that intent to purchase an iSTB said that ‘replacement factor’ is weighing on their purchase inclinations, while 38% said slightly, and 17% said completely.

The figures are significantly greater than similar data for the 32% of consumers that qualify as Game Console Intenders, with 23% agreeing slightly and 9% agreeing completely that the ‘replacement factor’ is having an impact on purchase intent.

“Internet set-top boxes are built specifically to bring a variety of video services and other applications to your TV set,” said Michael Greeson, co-founder of TDG.

“It should be of no surprise to see such correlations. It is, however, surprising to see the extent to which it holds.”