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Representative Comparis survey on replay TV
Replay TV: skipping ads is not the primary goal of subscribers
By the end of 2022, TV providers should introduce new pricing and usage models for catch-up TV. The reason for this: the television industry complains of considerable advertising losses and has imposed higher compensation to compensate for being able to skip advertisements. A representative Comparis survey reveals that replay TV meets a real demand. Three quarters of respondents with a TV subscription have the replay function. 85% of them use replay TV to watch missed shows. On the other hand, they are only 48% to skip advertising. More than half are even ready to use replay TV with forced advertising. In addition, half would agree to pay a supplement for the replay function. “Live television has certainly caught up a bit during the pandemic. But today television has lost its social function,” says Jean-Claude Frick, Telecom expert at Comparis.
Zurich, August 17, 2022 – By the end of the year, people who subscribe to replay TV will either have to pay more or watch forced advertising when they watch their programs later. The reason for this: the television industry wants to be compensated more for the loss of advertising revenue due to being able to skip advertisements. A representative survey of the internet comparator comparis.ch reveals that the change will affect the majority of TV subscribers in Switzerland. But contrary to what the branch thought, replay TV has not signed advertising’s death warrant.
Many watch missed shows
Skipping commercials is not the primary goal of time-shift TV subscribers. 85% of them use the replay function to watch missed shows. 38% want to be able to watch the programs of their choice (like on Netflix and other platforms). But in fact, only 48% use this feature to advance ads. A Comparis* study on the relationship to advertising shows that television advertising is perceived as much less annoying than pop-up advertising on websites.
However, the share of people who skip ads is significantly higher among those under 36 (61%) than among older generations (36 to 55: 46%; over 55: 35%). “With YouTube and other such platforms, young people are no longer used to ad blocks lasting several minutes and find them more disturbing than older people, who grew up with live television”, observes Jean-Claude Frick, Digital expert at Comparis.
Half of replay fans ready to pay more
People who watch delayed TV are prepared to pay more in the future for the replay function. In 2019, the Comparis* study on the relationship to advertising had already shown that TV was the first service for which those surveyed would agree to pay in order to have access to content without advertising (median value of 8 francs per month ).
According to the results of the current survey, half of subscribers to delayed TV would accept at least a supplement of up to 5 francs to continue to benefit from the replay function.
The willingness to pay is greatest among young people. 57% of all respondents among this generation could pay up to 5 francs more per month for the replay function.
“If, after the end of the transitional period, it is a question of no longer being able to watch one’s favorite program at no additional cost, the willingness to pay should still increase significantly”, presumes J.-C. Frick.
More than half of subscribers willing to watch forced advertising
55% of deferred TV subscribers would also be willing to use the replay function at the same price, but with forced advertising. Of all respondents (with or without a replay TV subscription), people under 36 are significantly more willing to watch forced advertising than people over 55.
“Although younger generations skip ads a lot more and are quite willing to pay extra, they seem to be more tolerant of advertising. The use of the smartphone in front of the television to fill waiting times during advertising may be one explanation for this”, specifies J.-C. Frick.
Three quarters of television subscribers have the replay function
Replay TV is very widespread in Switzerland. 91% of respondents have a TV subscription. Among them, three quarters have a subscription with a replay function. Delayed TV is particularly popular in French-speaking Switzerland. Indeed, in this part of the country, 81% of television subscribers have taken the replay option.
The function is also widely used. 98% of subscribers use their replay option at least occasionally. 29% even watch delayed programs every day. “Live television has certainly caught up a bit during the pandemic. Nevertheless, television has lost its social function. The days of the family sitting in front of the TV on Sunday evenings in the living room are clearly over. This is due to the multitude of existing devices and streaming services, which allow you to compose your own program according to your needs,” observes the digital expert.
Representative survey carried out in July 2022 by the polling and market research institute innofact on behalf of comparis.ch among a sample of 1034 people from all regions of Switzerland.
* Comparis representative survey on the relationship to advertising
For more information :
Digital Expert at Comparis
Telephone: 044 360 53 91
Email: [email protected]
With more than 80 million visits per year, comparis.ch is one of the most visited websites in Switzerland. The company compares the rates and services of health insurance companies, insurance companies, banks and telecom operators. It also presents the largest online offer in Switzerland for automobiles and real estate. With its detailed comparisons and in-depth analyses, it contributes to more transparency in the market. comparis.ch thus strengthens consumer expertise in decision-making. Founded in 1996 by economist Richard Eisler, the company now has more than 175 employees in Zurich.
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