US - HDTV and Digital Cable Make a Match

Set Ownership Doubles in One Year

Alexandria, VA — The Cable & Telecommunications Association for Marketing (CTAM) reports that 29% of cable TV customers own an HDTV set; just one year ago 15% of those customers had an HD set. Digital cable customers have been the quickest to purchase the sets. Forty-one percent of those cable subscribers now own an HDTV, up from 19% one year ago; and 32% of premium cable customers now own the sets, up from 23%. The findings are presented in the May/June Pulse, which explores ownership and interest in home entertainment technologies and services.

Seventy percent of households planning to purchase an HDTV set in the next twelve months are aware of the need to subscribe to an HD programming package. More specifically, 83% of basic cable, 83% of cable modem and 77% of digital cable customers are likely to subscribe within 30 days of their HDTV purchase.

“HD owners are realizing that having an HDTV set without a cable HDTV programming package is like driving around in a convertible with the roof up all the time,” said CTAM President and CEO Char Beales. “HD sets are flying off the shelves and digital cable consumers are getting an HDTV programming package to gain the full benefits of their new sets.”

The research also shows that consumers are subscribing to more high-end cable services. In two years, the percentage of cable customers subscribing to advanced cable services has greatly increased–digital cable subscribers increased to 50% in 2007 compared to 31% in 2005; those subscribing to premium channels increased to 57% from 42%; cable modem to 41% from 19%; and those with a DVR to 24% in 2007 from 7% in 2005.