Factors Affecting Pay TV Consumption: An Exploratory Study in Greece

Abstract

The purpose of this study is to investigate the role of socio-demographic factors that influence the use of Pay TV usage in Greece. We try to understand the impact of the continuous innovations in the media, information, and communication technology (ICT) industries, such as Over the Top services (OTT) which have allowed consumers to access video content anytime and anywhere through various devices. The research aims to highlight the unique challenges that Greek television companies face, including socio-economic characteristics and technological factors. Through quantitative research, the influence of various socio-demographic factors on the likelihood of being an OTT TV user are examined. Panel data analysis and cluster analysis are conducted to identify which factors affect pay TV usage. Data from the Hellenic Statistical Authority analyzed for the period 2016 up to 2022, that refer to the usage of information and communication technologies by households and individuals. Results suggest that age, income, education level and urbanization degree are positive predictors of OTT pay tv consumption. New directions for television businesses’ models concerning new trends in TV consumption and the rise of broadband services are suggested.