Recent editions of the Digital Domain have shown that a majority of television service subscribers have now converted to a digital service. Many of these digital subscribers have even enhanced their television viewing experience by exploring the various digitally-based services such as Video-on-Demand, PVR's, High-Definition programming and Pay-Per-View content.

Last year's study indicated that Canadian households will continue to migrate towards a digital television service and further embrace peripheral services.  Our 2007 wave of the Digital Domain will, among other findings, shed some light on these key trends.

Who subscribes to digital TV service and why? Just as importantly, who doesn’t subscribe to digital TV and why don’t they? What services, benefits, or features are important to digital television subscribers and which ones are used most often? Perhaps more importantly, what services, benefits, or features will drive analog TV subscribers to subscribe to digital television service?

Decima sought the answers to these and other questions by developing in 2003 a first-of-its-kind syndicated consumer research survey on digital TV. THE DIGITAL DOMAIN: Consumer Attitudes on Digital Television Services, Benefits, and Features in Canada is a syndicated consumer research survey and report on the digital television service market from Harris/Decima. To our knowledge, the annual study is the most comprehensive independent research project undertaken in Canada on digital television services. Each of the five annual waves of the study (2003 through to 2007) is based on a national telephone survey of 2,000 adult Canadians who subscribe to a TV service.  Those who purchase the 2007 edition of the study (available in late November 2007) will be able to see how most of the data has trended over the past 5 years.

This one-of-a-kind study examines Canadian household television use; cable, satellite TV, telco TV, and wireless cable market share; television service provider market share; TV service satisfaction levels; penetration of and likelihood to subscribe to digital television services as well as top-level consumer metrics on each of the following digital-based television services:

• Pay-Per-View (PPV)
• Video-on-Demand (VOD)
• Personal Video Recorder (PVR) / Digital Video Recorder (DVR)
• High-Definition Television (HDTV)
• Interactive TV services (ITV)

THE DIGITAL DOMAIN: Consumer Attitudes on Digital Television Services, Benefits, and Features in Canada study helps television service providers make important choices about what services or features to deploy on their digital platforms, what services or features will drive average revenue per subscriber, and how best to spend marketing budgets, among other things. The research helps broadcasters and television producers keep up with consumer trends in TV distribution services and determine, for example, the threat that PVRs/DVRs pose to their business models.  The study has also proven invaluable to telecommunications carriers, media buying agencies, advertisers, policymakers, and content providers involved in the Canadian television and entertainment industry.

A hardcopy version of the report can be purchased for only $5,995, and for an additional $2,500, the report can be obtained in PDF format as a site license allowing many decision makers from a single company to share the unique insights the study provides into the evolution of the digital market over the past four years. 

If you are interested in our Digital Domain series, you may also be interested in some of our new Tech Insight Reports.

Harris/Decima will be preparing a series of Technology Insight Reports that will provide unique and detailed perspective into each of the right services: 

• The Digital Domain (2007 Study)
• HDTV (2007 Study)
• PVR / DVR’s (2007 Study)
• Pay-Per-View Services (2006 Study)
• Video-on-Demand (2006 Study)
• Interactive Television Services (2006 Study)