
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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