Viewers care more what's on TV than how much it costs
The majority of consumers are willing to switch TV providers to get the shows or features they want. A study by Microsoft and Screen Digest found that 60 percent of users in seven countries would consider switching providers to get content or features even if it meant paying more.
This presumably isn’t good news for Virgin Media which lost Sky’s channels from its line-up in a very public spat earlier in the year.
The study found that the consumer segments most likely to switch TV providers are those that are time-constrained, with 43 percent actually watching less TV than the average household.
The survey was competed at the beginning of the year and quizzed 5,000 consumers in Canada, France, Germany, Italy, Japan, the United Kingdom and the United States.
