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Bundled Communication Services - US - November 2013

“Cord-cutting has been discussed in mainstream media as a problem for pay TV services, while a long-term decline in home phone services has been tied to cellular phone service. Looking forward, home internet may also be plagued by cord-cutting, placing all three legs of the home bundle in jeopardy.”

– Billy Hulkower, Senior Analyst, Technology and Media

Some questions answered in this report include:

  • Which cords will see further cuts?
  • OTT content: Friend or foe?
  • Will anyone pay for 500 Mbps service?

Increasing ARPU for home communication services is likely to become increasingly difficult: Consumers in multi-person households with cell phone service, home internet, and home video may well be paying well over $300 per month already, even when selecting moderately priced plans with limited add-on features. The average household subscriber is paying $154 per month for their combined TV, home internet, and home phone, even when including those who subscribe to only one or two of these three services.

Simultaneously, massive discounts on offer for changing pay TV service provider have already resulted in a trend to shop for the lowest-price service for home communications, but the lowest price available may be more readily achieved by reducing the number of subscriptions to the home, an alternative that is becoming more attractive as cellular plans offer unlimited minutes, and as over-the-top (OTT) video content viewership rises. Even home internet, the engine of growth for home services, is potentially at risk as consumers become acclimated to using 4G cellular data outside of the home. With these competitive factors in mind, this report explores how home service providers can ensure that subscription numbers and sales continue to grow.

This report covers subscriptions for television, home internet, and home phone service, including when these services are sold as bundles from the same provider and when sold individually. Sales data for this report includes sales of all three services. Cellular service is discussed in relation to the desire for a single bundled product including all four services, but sales for this service are not included in Market Size or Segmentation data.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Treading water
                            • Figure 1: US sales and fan chart forecast of pay TV, home internet, and home phone service, at current prices, 2008-18
                          • Key players
                            • AT&T, Comcast lead
                              • Figure 2: Providers used for pay TV, home internet, or home phone, August 2013
                            • The consumer
                              • Single subscribers least loyal
                                • Figure 3: Interest in switching pay TV, home internet, or home phone, among all and single subscription users, August 2013
                              • Bundlers not saving money
                                • Figure 4: Average spend on monthly bill, by number of subscriptions and providers, August 2013
                              • Interest in bundling cellular rides on discounts
                                • Figure 5: Interest in bundling cellular service, August 2013
                              • Under-45s more inclined to switch or to be planning to add a service
                                • Figure 6: Intent to subscribe to any service, by age, August 2013
                                • Figure 7: Interest in switching pay TV, home internet, or home phone service, by age, August 2013
                              • Faster, cheaper internet in demand
                                • Figure 8: Attitudes to speed of home internet service, by age, August 2013
                              • What we think
                              • Issues and Insights

                                  • Which cords will see further cuts?
                                    • The issues
                                      • The implications
                                        • OTT content: Friend or foe?
                                          • The issues
                                            • The implications
                                              • Will anyone pay for 500 Mbps service?
                                                • The issues
                                                  • The implications
                                                  • Trend Applications

                                                      • Trend: Transumers
                                                        • Trend: Cam Cam
                                                          • Mintel Futures: Generation Next
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Slow growth behind and ahead
                                                                • Figure 9: US sales of pay TV, home internet, and home phone service, at current prices, 2008-18
                                                                • Figure 10: US sales of pay TV, home internet, and home phone service, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 11: US sales and fan chart forecast of pay TV, home internet, and home phone service, at current prices, 2008-18
                                                              • Competitive Context

                                                                • Key points
                                                                  • Cellular gets fast
                                                                    • Figure 12: Devices used to access internet at home, by age, November 2012-June 2013
                                                                    • Figure 13: Verizon Wireless 4G LTE, “Hiking” television ad, 2013
                                                                  • Cellular pricey alternative for data-intensive activities
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • AT&T leads in overall provision of pay TV, internet, and home phone
                                                                        • Figure 14: Providers used for any of: pay TV, home internet, or home phone, by household income, August 2013
                                                                      • Pay TV: Comcast top provider overall and at high-end
                                                                        • Figure 15: Pay TV provider, by household income, August 2013
                                                                      • Internet: AT&T and Comcast vie for top post
                                                                        • Figure 16: Internet service provider, by household income, August 2013
                                                                      • Home phone: AT&T dominates, Verizon succeeds with higher income
                                                                        • Figure 17: Home phone provider, by household income, August 2013
                                                                    • Innovations and Innovators

                                                                      • Crossing the digital divide to reach new customers
                                                                        • New apps allow users to search and organize TV content
                                                                          • Providers find creative ways to enhance WiFi coverage
                                                                            • Home internet gets really fast
                                                                              • Home security and automation
                                                                              • Marketing Strategies

                                                                                • Overview
                                                                                  • TV and online campaigns
                                                                                    • Selling bundles by selling sports
                                                                                      • DIRECTV tries a total sports blitz
                                                                                        • Figure 18: DIRECTV, “World’s most powerful fan” television ad, 2013
                                                                                        • Figure 19: DirecTV, “Football on your Phone” online video, 2013
                                                                                      • Verizon’s Football Girl strikes a chord with fans, parents
                                                                                        • Figure 20: Verizon FiOS, “Football Girl” television ad, 2013
                                                                                      • DISH puts Hopper front and center
                                                                                        • Figure 21: DISH, “Next Room” television ad, 2013
                                                                                      • Home security and automation
                                                                                        • Figure 22: AT&T Digital Life, “Guinea Pigs” television ad, 2013
                                                                                      • New apps tie together home television and internet
                                                                                        • Figure 23: AT&T U-verse, “App on the Go” television ad, 2013
                                                                                      • Faster internet, justified
                                                                                        • Figure 24: Verizon FiOS internet service, “Birthday Party” television ad, 2013
                                                                                      • Comcast takes on cable guy stereotype
                                                                                        • Figure 25: Comcast XFINITY, “Customer service is a big deal to us” television ad, 2013
                                                                                      • Direct mail and e-mail campaigns
                                                                                        • Comcast XFINITY
                                                                                          • Figure 26: Comcast XFINITY direct mailing, June 2013
                                                                                          • Figure 27: Comcast XFINITY Triple Play online ad, 2013
                                                                                        • DISH
                                                                                          • Figure 28: DISH direct mail campaign with free iPad offer, April 2013
                                                                                        • Verizon
                                                                                          • Figure 29: AT&T Digital Life direct mailing, August 2013
                                                                                      • Subscription

                                                                                        • Key points
                                                                                          • Room for growth in home internet
                                                                                            • Figure 30: Internet service subscription, October 2011-June 2013
                                                                                            • Figure 31: Internet service subscription, by household income, November 2012-June 2013
                                                                                            • Figure 32: Internet service subscription, by age, November 2012-June 2013
                                                                                          • Home phone as a luxury product
                                                                                            • Figure 33: Subscription to pay TV, home phone, and home internet service, by household income, August 2013
                                                                                            • Figure 34: Landline hardware ownership, October 2007-June 2013
                                                                                            • Figure 35: Subscription to pay TV, home phone, and home internet service, by age, August 2013
                                                                                          • Spend on home communication services
                                                                                            • Figure 36: Average spend on monthly home communication services bill, by household income, August 2013
                                                                                        • Switching and Intent to Subscribe

                                                                                          • Key points
                                                                                            • Under-45s ready for change
                                                                                              • Figure 37: Interest in switching pay TV, home internet, or home phone service, by age, August 2013
                                                                                              • Figure 38: Intent to switch home phone provider, by age, August 2013
                                                                                              • Figure 39: Intent to switch home internet provider, by household income, August 2013
                                                                                            • Need for speed
                                                                                              • Figure 40: Attitudes to speed, price and security of home internet, by plans to change service, August 2013
                                                                                              • Figure 41: Providers under consideration for home internet and phone service, August 2013
                                                                                            • Intent to subscribe higher among younger age groups
                                                                                              • Figure 42: Intent to subscribe to home phone, pay TV, or home internet, by age, August 2013
                                                                                              • Figure 43: Intent to subscribe to home phone, by presence of children in household, August 2013
                                                                                              • Figure 44: Intent to subscribe to pay TV, by age, August 2013
                                                                                            • Intent to subscribe
                                                                                              • Figure 45: Intent to subscribe to home phone, pay TV, or home internet, by age, August 2013
                                                                                              • Figure 46: Intent to subscribe to home phone, by presence of children in household, August 2013
                                                                                          • Bundling

                                                                                            • Key points
                                                                                              • Bundles carried by half of households
                                                                                                • Figure 47: Penetration of bundled services, October 2007-June 2013
                                                                                                • Figure 48: Penetration of bundled services, by household income, November 2012-June 2013
                                                                                                • Figure 49: Incidence of single, double and triple play subscriptions, by number of subscriptions, August 2013
                                                                                              • Limited savings for bundlers
                                                                                                • Figure 50: Average spend on monthly bill, by number of subscriptions and providers, August 2013
                                                                                              • Satellite and telco vs. cable
                                                                                                • Figure 51: Providers used for pay TV, home internet, and home phone, by number of subscriptions and providers, August 2013
                                                                                                • Figure 52: Pay TV provider, by number of subscriptions and providers, August 2013
                                                                                              • Interest in switching carriers
                                                                                                • Figure 53: Interest in switching pay TV, home internet, or home phone service, by number of subscriptions and providers, August 2013
                                                                                                • Figure 54: Intent to subscribe, by number of subscriptions and providers, August 2013
                                                                                            • Attitudes to and Interest in Switching Internet Service

                                                                                              • Key points
                                                                                                • Faster, cheaper internet in demand
                                                                                                  • Figure 55: Attitudes to speed, price and security of home internet, by age, August 2013
                                                                                                • Pay TV decision driving ISP decision
                                                                                                  • Figure 56: Pay TV service as driver for provider selection, by age, August 2013
                                                                                              • Interest in New Services

                                                                                                • Key points
                                                                                                  • Hotspots in limited use
                                                                                                    • Figure 57: Pay TV service provider WiFi hotspot usage, by age, August 2013
                                                                                                  • Cellular bundling
                                                                                                    • Figure 58: Interest in bundling cellular service with home services, by household income, August 2013
                                                                                                  • Home security
                                                                                                    • Figure 59: Usage of and interest in home security services, by age, August 2013
                                                                                                  • Opportunities in home security flying by
                                                                                                    • Figure 60: Usage of and interest in home security service among pay TV subscribers who changed providers in past 12 months, August 2013
                                                                                                • Race and Hispanic Origin

                                                                                                  • Key points
                                                                                                    • Asians take internet, leave pay TV
                                                                                                      • Figure 61: Internet service subscription, by race/Hispanic origin, November 2012-June 2013
                                                                                                      • Figure 62: Subscription to pay TV, home internet and home phone, by race/Hispanic origin, August 2013
                                                                                                      • Figure 63: Intent to subscribe to any service, by race/Hispanic origin, August 2013
                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                    • Number of subscriptions and providers
                                                                                                      • Figure 64: Incidence of single, double and triple play subscriptions and number of providers, by age, August 2013
                                                                                                      • Figure 65: Incidence of single, double and triple play subscriptions and number of providers, by household income, August 2013
                                                                                                      • Figure 66: Incidence of single, double and triple play subscriptions and number of providers, by race/Hispanic origin, August 2013
                                                                                                    • Subscriptions/types of subscriptions
                                                                                                      • Figure 67: Subscription to pay TV, home internet and home phone, by number and type of subscriptions, August 2013
                                                                                                    • Leading companies/providers used
                                                                                                      • Figure 68: Providers used for pay TV, home internet, or home phone, by age, August 2013
                                                                                                      • Figure 69: Providers used for pay TV, home internet, or home phone, by race/Hispanic origin, August 2013
                                                                                                    • Interest in switching service: by provider and number of subscriptions
                                                                                                      • Figure 70: Intent to switch home internet provider, by provider, August 2013
                                                                                                      • Figure 71: Intent to switch home internet provider, by provider, August 2013 (continued)
                                                                                                      • Figure 72: Intent to switch home internet, by number of subscriptions and providers, August 2013
                                                                                                      • Figure 73: Intent to switch pay TV provider, by number of subscriptions and providers, August 2013
                                                                                                    • Intent to subscribe
                                                                                                      • Figure 74: Intent to subscribe to any service, by household income, August 2013
                                                                                                      • Figure 75: Intent to subscribe to home phone service, by household income, August 2013
                                                                                                      • Figure 76: Intent to subscribe to home phone service, by race, August 2013
                                                                                                    • Average spend by provider
                                                                                                      • Figure 77: Average spend on monthly bill, by provider, August 2013
                                                                                                      • Figure 78: Average spend on monthly bill, by provider, August 2013 (continued)
                                                                                                    • Devices used to access the internet at home
                                                                                                      • Figure 79: Devices used to access internet at home, by household income, November 2012-June 2013
                                                                                                      • Figure 80: Devices used to access internet at home, by race/Hispanic origin, November 2012-June 2013
                                                                                                    • Attitudes to home internet
                                                                                                      • Figure 81: Attitudes to speed, price and security of home internet service, by household income, August 2013
                                                                                                    • Home security
                                                                                                      • Figure 82: Usage of and interest in home security services, by household income, August 2013
                                                                                                  • Appendix – Trade Associations

                                                                                                    Companies Covered

                                                                                                    • AT&T Inc.
                                                                                                    • Cablevision Systems Corporation
                                                                                                    • Comcast Corporation
                                                                                                    • EarthLink, Inc.
                                                                                                    • The DIRECTV Group Inc.
                                                                                                    • Verizon Communications Inc.
                                                                                                    • Verizon Wireless (Cellco)
                                                                                                    • YouTube, Inc.

                                                                                                    Bundled Communication Services - US - November 2013

                                                                                                    £2,684.63 (Excl.Tax)