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TV & broadband ranks among the bottom industries in all but one dimension (e-commerce). The industry should take inspiration from the closely related telecom industry in all dimensions. The greatest room for improvement is in digital marketing and social media.
The traditional TV distributors continue to face a threat from services over the internet (over-the-top content), in the form of streaming, both subscription-based and advert-supported. Moreover, the decision of major players to unbundle TV & broadband, combined with an increase in over-the-top content, leads to a rise in the amount of cord cutters14. On the other hand, the greater demand for services provided on the internet leads to increased demand for high-quality, high-speed broadband.
TV & broadband companies need to be proactive to take advantage of this demand, rather than seeing this development as a threat. Providing a variety of products and services that can be personalized for different uses and user-friendly digital solutions for monitoring and managing subscriptions will be essential. As they still have a large customer base, the TV & broadband companies could also become operators of digital ecosystems, thus providing other services on a digital platform.
Staying visible through display advertising, a category in which TV & broadband companies only perform at an average level at present, would contribute to increasing their overall digital maturity. Their performance in search engine marketing is also average. Furthermore, there is also great room for improvement in social media. Activity could be increased on all major social media platforms, as well as attempting to engage consumers to a greater degree. The use of other types of platforms, such as blogs, could also help increase digital maturity in social media.
There is only a minor variance in the companies’ performance, as all of them score around sufficient. The best TV & broadband company, Viasat, ranks 27th overall.
Digital product experience