Meet the ‘Omni-Viewer’

Why It Matters

The findings give regulators confidence in a smoother ATSC 1.0 phase‑out and signal broadcasters a lucrative, dual‑platform audience to monetize through targeted experiences.

Key Takeaways

• 80% of OTA viewers would buy low‑cost converter box
• Two‑thirds of antenna users also stream subscription services
• Omni‑viewers blend free broadcast with digital streaming
• Broadcasters can boost loyalty via ATSC 3.0 indoor antennas
• Interactive ads and hyper‑local content target omni‑viewers

Pulse Analysis

The Federal Communications Commission’s pending rulemaking on the ATSC 1.0 sunset has long left broadcasters uncertain about consumer readiness for a full ATSC 3.0 rollout. Pearl TV’s latest survey, conducted by market‑research firm Magid, provides concrete data: four out of five OTA viewers are willing to spend a modest amount on a converter box to preserve free local channels. This willingness reduces the risk of a disruptive transition and gives policymakers a data‑driven rationale for setting firm sunset dates, while also highlighting a market for affordable, feature‑light devices.

Beyond the converter box purchase intent, the study uncovers a distinct “omni‑viewer” cohort—antenna users who also subscribe to at least one streaming platform. Roughly two‑thirds of this group blend free broadcast with digital streaming, treating OTA signals as a complementary source rather than a legacy relic. Their tech‑savvy profile and habit of mixing delivery methods create a unique audience segment that values both high‑quality, over‑the‑air content and the on‑demand flexibility of streaming services. This hybrid behavior signals a shift in viewing patterns, where traditional broadcast must coexist with, rather than compete against, internet‑based platforms.

For broadcasters, the omni‑viewer presents three strategic avenues. First, leveraging ATSC 3.0’s robust indoor antenna capabilities can deepen loyalty by simplifying reception and encouraging word‑of‑mouth referrals. Second, the interactive potential of the new standard—such as QR‑code shopping, targeted advertising, and program‑start‑over features—can transform passive viewing into an engaging, revenue‑generating experience. Finally, hyper‑local news and advertising can be delivered with unprecedented precision, reaching neighborhoods or even individual households without the costly infrastructure of traditional SFNs. Embracing these tactics now will position broadcasters to capture the omni‑viewer’s attention and monetize the convergence of free broadcast and streaming ecosystems.