SURVEY SAYS: ‘Exceptionally Strong’ Consumer Interest in ATSC 3.0

New national research shows that American consumers have exceptionally strong interest in the Next Gen TV powered by ATSC 3.0. In an update to a breakthrough 2017 national research study, the fall 2018 survey of more than 1,500 U.S. consumers ages 18-74, Magid Research found “solid overall interest in and high likelihood to use” the ATSC 3.0 Next Gen TV concept bringing together broadcast TV with broadband content.

 “We found that the features of the Next Gen TV concept that generate the highest levels of consumer interest relate primarily to the TV viewing experience,” said Magid Executive VP Bill Hague, who explained that the top-valued features such as improved video and audio quality are common across subgroups. “And the integration of streaming capabilities to make it simpler for consumers to get to the TV content they prefer was also well received,” he added.

Appealing Among Younger Viewers

Magid’s researchers tested Next Gen TV concepts with consumers – a live ATSC 3.0 broadcast with network programming and improved features that enhance a viewing experience such as access to video and information not normally found on TV.

Respondents were told that the new service might offer better picture and sound quality, standardized audio levels for content and commercials, audio enhancements for speech that’s difficult to hear, and custom audio tracks for special commentary and languages. Among other new features suggested were expanded local newscasts, on-demand weather forecasts, and a single convenient portal for streaming TV network video programming.
Next Gen TV is most appealing with younger consumers and those who are defined as “Early Adopters” because of their positive attitude toward technology, the research found.

The research was conducted on behalf of the Pearl TV business organization of eight broadcasting companies that own more than 220 network-affiliated local TV stations and the Consumer Technology Association.

This research shows that consumers are “excited about getting the quality experience and interactivity that ATSC 3.0 will bring,” according to CTA’s Senior VP of Research & Standards Brian Markwalter. “We now demand anytime/anywhere connectivity – and that includes access to video when we’re not at home in front of our favorite TVs. And Next Gen TV’s robust signals can bring advanced broadcast television innovations not only to the TVs in our homes, but also our smartphones, tablets and other on-the-go devices.”


High Intent to Purchase ATSC 3.0 Receivers

Survey results reveal that almost 80 percent of the core group that find the concept most appealing and are also likely to utilize it say they are likely to purchase a new TV set to enable or better enjoy Next-Gen TV features. Indeed, 42 percent of those interested in ATSC 3.0 say they anticipate buying a new TV to enable and enjoy Next-Gen TV services. Overwhelmingly, 96 percent of the Core Target (those who rated the concept Very appealing and Very likely to use Next Gen TV) said they were likely to buy a new TV set to experience Next Gen TV.

“It’s no surprise that better picture quality and enhanced audio are key features, but the early adopters also say they will appreciate a key ingredient of Next Gen TV – the ability to bring over-the-air together with other content. Streaming and broadcasting can be complementary services for viewers,” said Pearl TV Managing Director Anne Schelle. 

This nationwide consumer survey research will provide the foundation for consumer lab testing later this year in Phoenix. Pearl and Magid are partnering in the labs which will in turn provide insights a survey can’t capture – and support an additional round of more focused quantitative testing.