In numbers that fan the flames of the small but growing cord-cutting trend, about 20% of U.S. pay TV subs say they are dissatisfied with their service, a 100% increase from early 2013, Parks Research found in a survey of 10,000 U.S. broadband homes conduced in Q3 2016.
On the other end, about one-third said they were very satisfied with their pay TV service, a drop from 57% from 2013 results. The dip in satisfaction was highest among telco TV subs.
“High satisfaction with pay TV has dropped across all providers,” Brett Sappington, senior director of research at Parks Associates, said in a statement. “Telco services have seen the highest drop in highly satisfied customers compared to cable and satellite providers. The plummeting satisfaction levels ultimately affect service/channel package upgrades, cord cutting, engagement, and perception of operator-driven service changes (e.g., dropped or added channels).”
Some 5% of broadband households have never subscribed to a pay TV service, with adoption declines most pronounced among younger heads of households, the firm found in the study, 360 View Update: Pay TV and the Reality of Cord Cutting.
About 63 million U.S. broadband homes, meanwhile, subscribe to an OTT video service, Parks said.