Amid recent improvements in cable’s pay TV performance, a new survey from TDG Research found that the percentage of adult broadband users (ADUs) who were moderately or highly likely to cancel their pay TV service in the next six months dropped 20% since last year.
"Cord cutting proclivities have held steady for several years, with approximately 7% of ABU pay-TV subscribers moderately or highly likely to cancel their service in the six months following the survey,” TDG cofounder and director of research Michael Greeson said, in a statement. “In early 2015, however, the number declined to 5.7%. This is the first time in five years we've seen significant change in these metrics."
Additionally, the group of consumers saying they “definitely will cancel” their pay TV service in the next six months has been cut in half -- down from 2.9% in early 2014 to 1.4% in early 2015, TDG said.
That’s according to results from a TDG survey question that asked: In the next six months, how likely are you to altogether cancel your TV service and not sign up with another traditional provider?
"The fact that the decline occurred among those most likely to cut the cord was key, and ultimately translated into lower losses in Q3,” Greeson added.
Those results also come as some top MSOs continued to lose fewer video subs and, in some cases, actually add them. Comcast, for example, lost 48,000 video subs in Q3, down from 81,000 in the year-ago quarter. Charter Communications added 12,000 video subs in Q3.