We’re in the midst of a seismic shift in how consumers are watching video content. Connected TV platforms and streaming services have completely changed consumers’ video consumption, and as a result, many consumers are reevaluating their cable and satellite TV subscriptions.
To help advertisers understand exactly how audiences are watching video, we surveyed more than 700 U.S. consumers on their viewing habits and preferences. We wanted to find out when consumers are watching content, how much content they watch, what types of content they love to consume, and what their preferences are around TV subscriptions. The results show that the shift from linear to Connected TV may be happening even faster than previously thought.
Here’s what we found:
- 41% of U.S. consumers don’t currently subscribe to satellite or cable TV
- 67% of consumers that currently subscribe to a paid TV service say they plan on canceling within the next few years
- 25% of U.S. consumers say they will never cancel their TV subscription — but the majority of these consumers belong to the 45+ demographic
- 50% of 18-44 year-olds that currently subscribe to a paid TV service say they plan to cancel this year