Pay TV customers value TV and quality more, says Sky Deutschland

Sky Deutschland says its pay TV viewers value TV more, place a higher value on brands and are more willing to pay for quality than free TV viewers.

A survey carried out for Sky by Mindline Media and Rich Harvest found that almost two thirds of Sky viewers saw TV as a focal point of the home, compared with 49% of free TV viewers, while 68% thought that life without TV would be missing something, compared with 50% of free TV viewers.

The survey found that 79% of Sky viewers were willing to pay more for ‘quality’, compared with 64% of free TV viewers, while about half placed a high value on brands, compared with 37% of free TV viewers.

About two thirds of Sky viewers used catch-up TV, compared with 44% of free TV viewers, while about 56% of Sky subsribers accessed TV via their mobile phones compared with 26% of free TV viewers.