Younger Viewers Tap Into Pay-per-View Programming.

More than 70% of viewers under the age of 35 in addressable homes have purchased pay-per-view programming, according to the Yankee Group’s recently completed Technologically Advanced Family Survey. Pay-per-view usage among these younger viewers is significantly higher than in older groups. Almost 52% of viewers between the ages of 35 and 44 have sampled pay-per-view programming, and use by those 65 or older in homes equipped with the set-top boxes required to receive pay-per-view movies via cable or satellite drops to 22%.

The survey results illustrate the willingness of younger users to sample new media options, and highlight the potential for cable and satellite operators to create new revenue streams by offering impulse “video-on-demand” programming that can be delivered via advanced versions of set-top boxes just now being deployed. While many add-on services offered by multichannel video operators–such as premium movie channels–historically have generated higher penetration rates among high-income households, pay-per-view options appear popular even among younger users likely to be earning less.

“A whole generation of consumers is being conditioned to tap into media when they want it, where they want it,” said Steve Vonder Haar, director of the Yankee Group’s Media & Entertainment Strategies Planning Service. “As the disposable income of this group grows, demand for services that can deliver video at the touch of a remote-control button will mushroom as well.”

For more information at http://www.yankeegroup.com