The report suggests that exclusive sport content could be the ultimate differentiator for telecom operators in the broadband market. As triple-play penetration becomes a commodity in some Western European countries, consumers are taking into consideration factors such as quality of broadband connection, user interface, and content proposition of pay-TV offer when making their decisions. Other second-order decision criteria, such as specific set-top-boxes or advanced services, can also be leveraged to differentiate an offer. However, for equivalent broadband connections, exclusive content could be the key factor driving the core business of a telecom operator. The report also notes that sport-centric households are gaining share among pay-TV households, and that exclusive sport content has historically been provided by pay-TV operators.
