Today we got confirmation of something that has long been rumored: most pay-TV subscribers also subscribe to a streaming service. This comes from a report released yesterday by Parks Associates.
“Many OTT services are evolving to be complementary to the market’s largest players, instead of trying to compete directly against Netflix, Amazon, and Hulu,” said Brett Sappington, senior director of research, Parks Associates. “Also, consumers are increasingly self-aggregating their OTT and entertainment services—they are adopting primary entertainment content sources and supplementing those sources with complementary video options.”
You can see the full report here:
For a long time we have asked cord cutters if they went back to cable TV would they cancel all of their streaming services. Typically we hear they will keep at least one if not two. This survey seems to back that up making cable TV look even less of an attractive option for cord cutters who are on the fence.
It has also been suggested that the growth of streaming services with cable TV subscribers has helped the growth of cord cutting. As more Americans move to streaming their content and use less pay TV it becomes easy for them to ditch pay TV in favor of a streaming world you are already comfortable with.
Sadly the report did not break down how many cable TV subscribers have two or more streaming services. Hopefully, in the future, we will get a study that also lists how many cable TV subscribers have multiple streaming services.
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