Another key finding: 40 percent of respondents say that "immediate access" to chosen content is very important to them, suggesting a shift from owning videos to accessing programming on demand.
Most importantly, Ericsson says that service providers must devise ways to align consumer spending and usage. Thanks to the "everything should be free" Internet mindset and a growing shift to TV consumption on PCs, traditional service providers risk seeing the value of their offerings diminished. Yet, "if done right," Ericsson argues, "consumers will reallocate their TV spending to new alternatives."