Consumers’ willingness to pay for satellite direct-to-device services: consumer survey 2025

This survey report examines consumers’ willingness to pay for different types of satellite direct-to-device (D2D) services. The report includes detailed analysis of willingness to pay across various demographic segments. Additionally, it compares the price premiums that consumers in different APPU brackets are willing to pay and explores the potential optimal price point for D2D services. 

The survey was conducted in association with Dynata in July 2025. The survey groups were chosen to be representative of the mobile-using population in selected countries around the world. We set quotas on age, gender and income. There were at least 1000 respondents per country, except in Saudi Arabia and the UAE, where there were 750 respondents.

Questions answered in this report

• How willing are consumers to pay for different types of D2D services, and how much are they willing to pay? 
• Which demographic features (for example, gender, age, income, rurality and handset generation) are most strongly associated with interest in D2D services?
• How does willingness to pay vary between different ARPU levels?
• What price point for D2D is likely to deliver the highest return?

Geographical coverage

• Western Europe (WE): Finland, France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
• Central and Eastern Europe (CEE): Poland and Turkey
• North America (NA): Canada and the USA
• Developed Asia–Pacific (DVAP): Australia and New Zealand
• Emerging Asia–Pacific (EMAP): Philippines
• Middle East and North Africa (MENA): Saudi Arabia, UAE
• Sub-Saharan Africa (SSA): South Africa

Who should read this report?

• Mobile operators interested in assessing end-user willingness to pay for satellite D2D services
• D2D satellite operators that wish to understand consumer willingness to pay for different types of satellite D2D services
• Original equipment manufacturers (OEMs) and infrastructure vendors that wish to develop their understanding of satellite D2D services.