New channel adoption is significantly higher among digital cable ...
New channel adoption is significantly higher among digital cable customers (45%) than analog cable (36%) or DBS (38%) customers, a CTAM study found. The research also showed that digital cable and satellite customers who used an interactive programming guide…
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for watching programs (46%) were more likely to be new channel adopters than those who didn’t (29%). Other findings: (1) Viewers are loyal to branding and themed channels, not specific programs. (2) Breakthrough programs are essential to building brand equity for new channels and ones with weaker brand equity. (3) Digital cable/satellite customers who have had the service for more than one year are more likely than analog viewers to adopt new channels.