TDG: Proclivity to Downgrade Pay-TV Linked to Weekly OTT TV Time

  • TDG Research
PLANO, TX — Viewers who are likely to downgrade their pay-TV service in the next six months are more dependent than others on over-the-top (OTT) streaming services like Netflix and Hulu, according to new research from The Diffusion Group.


DiffGroup

As illustrated, among those moderately or highly likely to downgrade their pay-TV service in the next six months, 29% of their TV time is spent watching streaming sources, significantly more than those neutral or unlikely to downgrade. As noted above, the use of OTT TV increases in line with the proclivity to downgrade.

"The variety, reach, and personalization of OTT TV services continues to grow," says Michael Greeson, TDG director of research. "While not yet a mainstream replacement threat, OTT TV is most certainly a key factor in downgrade considerations."

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