Recently, Netflix introduced a binge-watching contract for couples and families to regulate the way they watch TV together. However, new research from Lancaster University, the University of Warwick and Relational Economics Ltd suggests streaming and subscription TV providers need to consider several other factors to ensure their services provide value to customers.
The study of UK households who subscribe to digital and satellite TV services -- which accounted for 60% of UK households in 2018 -- is published in the Journal of Business Research.
Author - Dr - Helen - Bruce - Lancaster
Lead author Dr Helen Bruce, of Lancaster University Management School's Marketing Department, said: "From our research, we found families value more than just watching TV together, though the ability to do so -- and to customise those experiences -- remains extremely important, and a key reason why families continue to spend often significant sums of money each month on TV subscriptions.
"In fact, our research shows that families who work together to choose which TV packages (and elements thereof) to have within their home, who learn together how to use the ever-evolving technologies, who plan what and when they will watch together, and who meaningfully discuss their viewing experiences, will ultimately derive more value from their subscription.
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