Published on October 31st, 2018 | by Brad Gibson1
Poll: Cord-cutting grows as cable TV becomes “unaffordable”
56 percent of Americans say cable TV service is “unaffordable” while 68 percent said streaming services were “somewhat” to “very affordable”, according to a new Hollywood Reporter/Morning Consult poll taken two weeks ago.
The national tracking poll shows 47 percent found satellite TV service “unaffordable”, while just 17 percent deemed streaming unaffordable.
But while a growing number of U.S. consumers say they are not happy with the price they’re paying for cable or satellite, the major or respondents – 42 percent – said they watch more cable or satellite TV than streaming, with 27 percent saying they watch more streaming content than cable or satellite.
90 percent of Americans say that the most important factor when deciding to subscribe to a TV or streaming service is cost.
The ability to watch on-demand content was at 37 percent for both viewing on cable, satellite or streaming. The quality of shows on streaming services was the most important factor in deciding which service to subscribe to at 58 percent.
72 percent of those who have cut the cord have little or no interest in resubscribing to traditional pay TV services. While 42 percent of Americans say they watch more cable and satellite TV than they watch streaming, the younger the demographic the fewer hours of TV watched in general, be it streaming or traditional.
When asked what factors were most important in choosing a “television bundle”, the availability of move channels and local broadcast stations were the highest.
Those 18-29 are spending more time with video games, social media and short-form YouTube content, the survey showed.
Of those using a streaming service, this polled said the ability to watch content on demand was the most important factor at 52 percent, while the quality of movies was second-most important at 48 percent.
The Hollywood Reporter/Morning Consult poll was conducted from Oct. 18 to Oct. 19 from a national sample of 2,201 adults with a margin of error of 2 percent.