Pay TV Loses Grip As Free To Air Takes Off

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Research has revealed that one in four pay TV subscribers are likely to cancel or downgrade their pay TV subscription because of increased choice offered by new free-to-air channels.The national survey, conducted by Jigsaw Strategic Research on behalf of FreeTV Australia found that seven out of ten (70 percent) people say that free-to-air TV is getting better and one in three (33 percent) people admit that they are watching more TV now that there are more channels. The survey also found that six in ten (60 percent) say that the new channels are now part of their regular TV viewing while 77 percent of people without pay TV are now less likely to consider subscribing to pay TV because of the increased choice offered by free-to-air channels.

In addition, 25 percent of current pay TV subscribers are likely to consider cancelling or downgrading their subscription because of the increased choice offered by free-to-air channels. Finally, 64 percent of lapsed pay TV subscribers say that the increased choice offered by the new free-to-air channels was an ‘important’ factor in their decision to cancel their pay TV service.

Free TV CEO, Julie Flynn, said the research recognises the quality of the new channels and reaffirms the strength of the free-to-air digital platform in Australia.

“The research highlights the increasing popularity of free-to-air television and shows how the new channels have quickly become a part of our everyday TV viewing. The research also recognises Australians appetite for more, quality programming that you don’t have to pay for.”

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