Streaming & OTT

New Study Shows That Around 63% of Subscribers to Streaming Services Still Have Cable

48% of millennials prefer to discover programs from social media or friends

Millennials are more likely to subscribe to multiple OTT streaming platforms to get niche and premium content.Getty Images
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By Sami Main

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While more people are cutting the cord, around 63 percent of streaming service subscribers said they still have a cable subscription as well, according to a new study from IBB Consulting.

Among current streamers, 61 percent said they would be willing to pay up to $2 per month more for their subscriptions if prices increased.

The study, which surveyed over 1,000 OTT subscribers in the U.S., showed that 49 percent use just one service, while 33 percent use two services and 18 percent use three or more. Also,

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Sami Main

Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.

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