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Viewers most favour trying out new SKY online TV service

14 Nov 14

Credit: whichdoctor.co.nz
Viewers most favour trying out new SKY online TV service
Spark's Lightbox online streaming service... behind SKY TV among those wanting to trial

More adult New Zealanders would like to trial a new pay-for internet TV service proposed by SKY TV than other similar services.


A Horizon Research survey finds 20.7% of adults, equivalent to around 662,000 people, would like to trial the Sky service, expected to be made available late this year.


TV apps from Google are next most favoured for trial (17.8% of those aged 18+), followed by Netflix (14.2%) and the Lightbox service (11.5%) launched by Spark (formerly Telecom).


Netflix is available through one internet service provider which allows its customers to mask their location, in order to stream content from abroad. Netflix is reportedly considering launching in New Zealand.


Respondents are least interested Quickflix (55.4%) and Video Ezy’s new on-demand pay-per-movie download service (54.9% not interested).


Outlook for Lightbox:

The survey indicates that, at the time it was taken, 84.6% of adults were not going to take up the Lightbox service.


A 0.7% subscription rate at the time of the survey equates to about 24,000 people. This in turn equates to about 10,800 households subscribed, 9,300 households intend to subscribe, 40,000 households are on trial and 149,000 households would like to trial.


The survey indicates Lightbox is converting 1 in 3 people who trial to a subscription.

It was earlier reported as aiming for about 70,000 subscribers in its first year.


At these conversion rates it should sign about 63,000, close to target given the survey’s margin of error.




Lightbox

Quickflix

Netflix

Video Ezy on demand

New Sky Internet service (late 2014)

Google TV Apps

A.

Trialled

2.60%

2.40%

1.40%

0%

0.00%

2.30%

B.

Would like to trial

11.50%

8.70%

14.20%

12.70%

20.70%

17.80%

C.

I have subscribed

0.70%

1.60%

1.90%

0.30%

0%

0%

D.

I intend to subscribe

0.60%

0.20%

0.80%

1.20%

1.60%

0.10%

E.

Not interested

51.20%

55.40%

51.20%

54.90%

45.20%

47.50%

F.

Does not apply

33.40%

31.60%

30.50%

30.80%

31%

32.10%


Horizon Research surveyed 1088 adults between September 13 and October 14, 2014. Results are weighted to represent the national adult population at the 2013 census. At a 95% confidence level the maximum margin of error is +/- 3%.


A full analysis of current and projected market shares for internet TV or content streaming services in New Zealand is available from Horizon Research by contacting:


Grant McInman, Manager, Horizon Research

E-mail: gmcinman@horizonresearch.co,nz

Telephone: 021 076 2040


The research cross tabulates findings for current television channels and on-demand services used, SKY TV subscription packages and devices used to watch TV services against intentions to trial and subscribe to new internet TV services. It profiles the market by 19 demographic criteria. Clients can also access the results instantly using Horizon’s online results and analysis service.