Research from Telaria and Adobe Advertising Cloud provides more proof that take-up of traditional pay-TV or OTT services is not a case of having one or the other.
The Inside The Minds of Cord-Cutters and Cable-Keepers study set out to explore the experiences, behaviours, and television usage among a spectrum of TV consumer segments as cord-cutting continues to trend upwards and TV advertising models shift to accommodate viewers where they’re watching.
The study found that not only did nearly 80% of cable-keepers also use streaming video platforms but nearly a quarter of their viewing time was spent there. In addition, 42% of cable keepers regarded cable as necessary to view live sports, news and events, a key factor in their decision to keep the platform.
Yet clear problems also emerged. When faced with the question of how to access TV content if they no longer had cable, 21% of cable-keepers had no idea where to turn and only half were satisfied with the price they pay for content relative to the service they get, compared with nearly three-quarters for live-streamers. In addition, 55% of cable-keepers said they found cord-cutting options confusing.
“Streaming services are providing premium video content at attractive price points and cable-keepers are taking notice,” said Karen Ring, head of research at Telaria. “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.”
The study found that not only did nearly 80% of cable-keepers also use streaming video platforms but nearly a quarter of their viewing time was spent there. In addition, 42% of cable keepers regarded cable as necessary to view live sports, news and events, a key factor in their decision to keep the platform.
Yet clear problems also emerged. When faced with the question of how to access TV content if they no longer had cable, 21% of cable-keepers had no idea where to turn and only half were satisfied with the price they pay for content relative to the service they get, compared with nearly three-quarters for live-streamers. In addition, 55% of cable-keepers said they found cord-cutting options confusing.
“Streaming services are providing premium video content at attractive price points and cable-keepers are taking notice,” said Karen Ring, head of research at Telaria. “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.”