Research

Leichtman Research Group offers impartial and personalized expertise, research and consulting on the impact and adoption of broadband, media and entertainment products and services.   LRG provides actionable insights for our clients by combining ongoing tracking studies and research with an understanding of providers’ motivations honed by years of industry experience.  This helps our clients understand and identify trends, and stay one step ahead of an ever-changing marketplace and consumer preferences.

Did you know…

71% of ages 18-34 have four+ DTC services – compared to 58% of ages 35-54, and 32% of ages 55+
Source: Internet-Delivered TV Services 2024

Our clients receive access to a wealth of information, expertise, and personalized service from LRG.  At the cornerstone of each LRG client relationship is personal analyst interaction which offers direct, one-on-one access to our industry-leading expertise.  Clients are encouraged to contact us regularly to discuss specific research questions, and to tap into our expertise on technology evolution and strategic market directions.

Strategic Advisory Service

Leichtman Research Group (LRG) Strategic Advisory Service is an annual service designed to help our clients maximize the benefits of their relationship with LRG.  This program allows clients to take advantage of attractive multi-study discounts for our industry-leading research, ongoing inquiry time with LRG, as well as access to LRG’s quarterly industry data and insights.  The program is customizable to meet individual client needs and offers multiple ways for direct interaction with LRG.

Research Studies

Underscoring our strategic insights is a comprehensive program of ongoing primary research. LRG’s research program centers on five annual syndicated consumer-focused surveys.  This proprietary research provides the basis for our work and offers our clients actionable insights into consumer acceptance of new broadband, media and entertainment products and services.  These studies involve surveying random samples of consumer households in the U.S., which are designed to best reflect both demographic and geographic distribution of the broader consumer marketplace.

Our five annual syndicated studies are:

Internet-Delivered TV Services

This seventh annual LRG study focuses on the Internet-delivered pay-TV (vMVPD) category, along with other direct-to-consumer (DTC) streaming video services.  The study examines how these services are competing with, and complementing, traditional video offerings.

The objectives of this study are:

  • To assess the current marketplace in the U.S. for Internet-delivered vMVPD services
  • To profile consumers that currently get vMVPD services
  • To gauge the awareness of, and interest in, vMVPD services among non-subscribers
  • To understand the relationship with traditional pay-TV services
  • To assess the factors that are most important in consumers’ decisions to subscribe to a pay-TV service, or switch providers
  • To profile additional Internet-delivered video offerings – including SVOD, AVOD, and other DTC streaming services
  • To examine sharing and borrowing of streaming video services
  • To measure viewing preferences and usage
Click here see the Table of Contents from this study.

Broadband Internet in the U.S.

This twenty-first annual LRG study on the broadband industry in the U.S. tracks findings from previous years, and investigates the current online universe, with an emphasis on broadband access and services in the home.

The objectives of this study are:

  • To track the adoption of Internet services in U.S. households, and examine demographic differences
  • To measure consumers’ perceptions of their Internet service provider
  • To gauge the differences between cable, Telco, and fixed wireless broadband subscribers
  • To assess how consumers use the Internet
  • To understand why consumers do not get an Internet service at home
  • To measure and track the adoption of computers and smartphones – to assess the impact these devices have on broadband in the home
  • To better understand the relationship between broadband and video services, and the role that bundled services play
Click here see the Table of Contents from this study.

Pay-TV in the U.S.

This twenty-first annual LRG consumer study on the pay-TV industry tracks findings from previous years, and investigates new areas, to better understand how the market has changed over time, and how the industry may progress in the future.

The objectives of this study are:

  • To assess the current live pay-TV market and how it has changed
  • To profile consumers who are most likely to subscribe, or not subscribe, to pay-TV
  • To assess the factors that are most important in the decision to subscribe to pay-TV
  • To understand why consumers do not subscribe to pay-TV
  • To measure consumers’ perceptions of their pay-TV provider
  • To gauge how spending on pay-TV service has changed
  • To measure viewing preferences and trends
Click here see the Table of Contents from this study.

Emerging Video Services

This seventeenth annual nationwide LRG study focuses on SVOD and DTC streaming services and video watched on non-TV devices. This study tracks findings from previous years and investigates new areas to better understand how the streaming video market has emerged, and how it may continue to evolve.

The objectives of this study are:

  • To measure the adoption of subscription video on-Demand (SVOD) services, including Netflix, Amazon Prime, and Hulu, as well as other direct-to-consumer (DTC) streaming services
  • To investigate video watched on non-TV devices, including mobile phones, computers, and tablets
  • To better understand the types of consumers that use streaming video services, and how they are using these services
  • To track changes in usage and opinions over time
  • To assess the impact of SVOD/DTC and video to non-TV devices on traditional video services
Click here see the Table of Contents from this study.

Connected TVs

This twentieth annual nationwide LRG study on TVs in the U.S. focuses on consumer adoption and use of connected TV devices and new TV sets.  This study tracks findings from previous years and investigates new areas to better understand how the market has evolved, and how these categories may progress in the future.

The objectives of this study are:

  • To measure the number of television sets, and types of TVs, in U.S. households
  • To examine factors impacting the purchase of new TVs
  • To gauge the adoption of Smart TVs and other connected TV devices
  • To assess the use of connected TVs by device type
  • To better understand the demographics of connected TV owners and users
  • To investigate the awareness of, interest in, and ownership of 4K Ultra HDTVs
  • To address the related implications for pay-TV and streaming video services
Click here see the Table of Contents from this study.

Study deliverables include:

  • An executive overview of study findings and related implication
  • An extensive presentation of charts and graphs of key results
  • The survey data in two cross-tabulated banners (optional)

Provider Tracking Reports

Based on secondary industry research and LRG’s analysis and insights, these reports are designed to provide regular analysis and track progress in the broadband, and pay-TV markets in the U.S.  These quarterly reports track relevant provider-side results both cumulatively as well as individually for the largest providers.

Research Notes

LRG Research Notes provides quarterly updates on Leichtman Research Group studies, reports and provide insights to key findings.

LRG Research Notes, 1Q 2024
LRG Research Notes, 4Q 2023
LRG Research Notes, 3Q 2023
LRG Research Notes, 2Q 2023

Click here for more research notes.

For more information on our research and programs, contact us.