62% of Broadband Homes Still Have Traditional Pay TV

While many US home have high-speed internet availability, not everyone is riding the streaming wave. In fact, out of American homes with broadband, the majority still subscribe to traditional paid television.

A new study from Parks Research shows that a full 62% of broadband households in the United States still subscribes to a paid television service. That’s down from 69% at the beginning of 2019, but it’s still a strong majority over people who have cut cable entirely. 

It’s worth noting that it’s not necessarily an either-or situation, and many cable subscribers also carry a streaming subscription. Nevertheless, the gap between the two is widening. 

In the first quarter of 2018, the percentage of homes with traditional TV was just slightly larger than the percentage of homes with a paid streaming subscription. That flipped in 2019, with just slightly more broadband homes carrying a streaming service. 

But by the end of 2019, that gap was about 70% streaming to 63% traditional TV. At the beginning of 2020, the difference stands at about 74% to 62%.

What’s clear that streaming usage is increasing, especially with stay-at-home orders across the nation earlier this year. But a lot of homes are holding on to their cable. It makes sense that people in non-broadband homes might have cable, since streaming may not even be possible, but the question stands as to what’s keeping high-speed internet homes attached to cable. 

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