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Who Buys Source

Profiling adults 18+ who subscribe to either DirecTV or the DISH Network:

GfK MRI, 2012

Of those adults 18+ who subscribe to either DirecTV or the DISH Network 51.0% are men and 49.0% are women.

GfK MRI, 2012

Adults 18+ who subscribe to either DirecTV or the DISH Network, by age level: 18-24, 10.8%; 25-34, 17.5%; 35-44, 19.0%; 45-54, 19.8%; 55-64, 16.5%; 65+, 16.4%.

GfK MRI, 2012

Adults 18+ who subscribe to either DirecTV or the DISH Network, by income bracket: $100,000+, 25.6%; $75-99,999, 15.2%; $60-74,999, 12.3%; $50-59,999, 8.5%; $40-49,999, 9.6%; $30-39,999, 10.2%; $20-29,999, 9.4%; under $20,000, 9.4%.

GfK MRI, 2012

Adults 18+ who subscribe to either DirecTV or the DISH Network, by race: White, 76.7%; Black, 9.3%; Other, 14.0%; Hispanic origin, 14.7%.

GfK MRI, 2012

Adults 18+ who subscribe to either DirecTV or the DISH Network, by region: Northeast, 10.3%; Midwest, 22.7%; South, 41.0%; West, 26.0%.

GfK MRI, 2012

Adults 18+ who subscribe to either DirecTV or the DISH Network, by marital status: Single, 21.2%; married, 63.3%; separated/widowed/divorced, 15.5%.

GfK MRI, 2012


Why They Buy Source

According to research by Parks Associates, 44% of those consumers who initially cut their cable cords in favor of over-the-top services (such as Netflix and Hulu), and then re-subscribed within 18 months, did so because of a promotion offering a discount or better deal than they had before.

Marketing Daily, 2013

How They Buy Source

 A mid-2012 survey by the Leichtman Research Group determined that the average monthly spending on a multi-channel video service was $78.63.

Leichtman Research Group, 2012

What They Buy Source

Companies in the cable and satellite services industry provide cable TV, direct broadcast satellite (DBS), and satellite transmission services. Cable and DBS services are usually subscription based and offer consumers access to pay TV content, as well as digital video, video-on-demand, digital video recording, and in some cases, digital telephone services. Satellite transmission services providers offer wholesale satellite communications services.

Hoover's, 2013

Where They Buy Source

DirecTV is the largest of the two main high-power DBS providers. Between December 2011 and December 2012, DirecTV added approximately 199,000 new customers, an increase of 1.0%. By December 2012, DirecTV's subscription base had grown to approximately 20.084 million customers.

Satellite Broadcasting and Communications Association, 2013

DISH Network is the second of the two large DBS providers. From December 2011 to December 2012, the DISH Network added some 89,000 new subscribers, an increase of 0.6%. By December 2012, the DISH Network's subscription base had increased to approximately 14.056 million.

Satellite Broadcasting and Communications Association, 2013

Based on research by the Television Bureau of Advertising, large markets with the highest penetration of Alternative Delivery Systems (primarily satellite TV) in mid-2013: 1. Albuquerque-Santa Fe, 48.5%; 2. Greenville-Spartanburg-Asheville, 47.6%; 3. Birmingham, 45.1%; 4. Phoenix, 44.9%; 5. Salt Lake City, 44.1%; 6. Sacramento-Stockton-Modesto, 43.4%; 7. Denver; 8. Nashville, 40.9%; 9. Memphis, 40.1%; 10. St Louis, 39.3%.

Television Bureau of Advertising, 2013

As of the first quarter of 2013, cable companies with the largest number of subscribers (totals in millions): Comcast, 21.935; Time Warner, 12.100; Charter, 4.124; Cablevision, 3.191; Suddenlink, 1.212; Mediacom, 0.999; Cable One, 0.588. 

Leichtman Research Group, 2013

Share of the pay TV VOD movie rental market in 2012: Comcast, 28%; DirecTV, 18%; Time Warner Cable, 10%; Verizon FIOS, 10%; DISH Network, 9%; AT&T U-verse, 8%; other cable, 18%.  

The NPD Group, 2013

Business Trends Source

Revenues generated by DirecTV amounted to $29.740 billion in 2012, a 9.2% gain over the previous year, while DISH Network's sales totaled $14.266 billion in 2012, a 1.6% increase.

Hoover's, 2013

According to Nielsen Media Research, as of May 2013, Alternative Delivery System providers (primarily direct broadcast satellite systems) had a penetration rate of 31.6% in television households. Wired cable penetration stood at 59.5%, while OTA had a 9.5% rate.

Television Bureau of Advertising, 2013

As of December 2012, market share for DBS television services: DirecTV, 58.8%; DISH Network, 41.2%.

Satellite Broadcasting and Communications Association, 2013

By the end of 2012, the number of satellite DBS subscribers was 34.140 million, a 0.9% increase from the end of 2011, when DBS television counted 33.852 million customers. At the end of 2000, DBS TV had attracted just 14.804 million subscribers. 

Satellite Broadcasting and Communications Association, 2013

In 2012, the top nine cable TV operators saw a cumulative net loss of nearly 1.415 million subscribers (compared to a loss of about 1.600 million in 2011). Meanwhile, the top telephone providers (Verizon FIOS and AT&T U-verse) added 1.300 million video subscribers in 2012, compared to 1.505 million net additions in 2011.

Leichtman Research Group, 2013

In the first quarter of 2013, DirectTV added 21,000 new subscribers, while DISH Network increased its subscriber base by 36,000.

Leichtman Research Group, 2013

During the first quarter of 2013, the top nine cable companies lost approximately 264,000 subscribers, while Verizon FIOS and AT&T U-verse added 401,000 new customers.

Leichtman Research Group, 2013

According to research by The NPD Group, cable TV operators accounted for 56% of the video-on-demand movie market in 2012, while the satellite TV operators (DirecTV and DISH) claimed 27% of the market, and the telecom TV operators (Verizon FIOS and AT&T U-verse) accounted for 18%.

The NPD Group, 2013