Study: 80% of US Cable Subscribers Also Stream Digital Video

Telaria, a software platform for the management of video advertising, and Adobe Advertising Cloud, an independent platform for managing advertising across traditional TV and digital formats, have released a new study which finds that nearly 80% of cable users also use streaming video platforms and almost a quarter of their viewing time is spent there.

42% of cable users think cable is necessary to view live sports, news and events — a key factor in their decision to keep cable. When faced with the question of how to access TV content if they no longer had cable, 21% of cable users had no idea where to turn.

Meanwhile, only half of cable users are satisfied with the price they pay for content relative to the service they get, compared to 77% for streaming viewers. However, 55% of cable users said they found cord-cutting options confusing. Telaria’s Head of Research, Karen Ring, remarked:

DPz6DApXUAEV2bYStreaming services are providing premium video content at attractive price points and cable users are taking notice. Once CTV services address the consumer confusion around streaming options and better communicate the live content available on their platforms, consumers will have a higher comfort level streaming. As viewers continue to increase time spent with CTV and ad supply increases, marketers need to learn how to create an effective advertising strategy that spans all types of TV”.

There is a white paper that includes the data that is available for download.