In a new study examining why consumers are dumping pay TV services in favor of streaming, The Hollywood Reporter, working with Morning Consult, finds that the most basic answer, not surprisingly, is “to save money.”
“A whopping 90 percent of Americans say that the most important factor when deciding to subscribe to a TV or streaming service is cost,” THR reports. “Meanwhile, 56 percent say cable is ‘unaffordable’ and 47 percent say the same about satellite, while just 17 percent deem streaming unaffordable.”
Morning Consult VP Tyler Sinclair is quoted saying: “People are just homing in on affordability, especially younger consumers.”
The report adds: “While 42 percent of Americans say they watch more cable and satellite TV than they watch streaming, the younger the demographic the fewer hours of TV watched in general, be it streaming or traditional, Sinclair notes.”
The poll also “indicates that 72 percent of those who have cut the cord have little or no interest in resubscribing,” THR notes.