4 Big Reasons Cable Subscribers Haven’t Cut the Cord—Yet

80 percent said they also use streaming video platforms

42 percent of cable keepers said cable was necessary to watch live sports, news and events. iStock

Cable subscribers are adding on streaming services, but not necessarily cutting the cord.

Working with research firm LRW, video management platform Telaria asked three groups of TV consumers—cable keepers, livestreamers and on-demanders—in-depth questions via an online survey. Of each group, 250 people responded.

Here are five big takeaways from the joint research released by Telaria and Adobe Advertising Cloud as part of their study, “Inside The Minds of Cord Cutters and Cable Keepers.”

Cable keepers still stream video

Of those so-called “cable keepers,” 80 percent said they also use streaming video platforms in addition to their cable packages. Almost 25 percent of their total viewing time is spent using streaming video platforms.

“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,” said Karen Ring, head of research at Telaria, in a statement.

Current events and sports are retaining cable subscribers

A little under half (42 percent) of cable keepers said cable was necessary to watch live sports, news and events, and they considered this a major factor in their decision to keep it.

In a bid to win over consumers, streaming platforms have added on additional sports bundles or packages, such as Hulu.

“Streaming services are providing premium video content at attractive price points, and cable keepers are taking notice,” Ring said.

Cable keepers don’t know how to navigate a post-cable world

There are so many options in the streaming video space that it can be overwhelming.

When posed with a scenario in which they had to access TV content without cable, 21 percent of cable keepers said they wouldn’t know where to go. In addition, the options can be difficult to navigate. Of the surveyed cable keepers, 55 percent said they thought the options to cut cords were confusing.

“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,” Ring said.

Price matters

Of cable keepers, only half said they were satisfied with the price for content relative to the service, but that number was 77 percent for those who livestream.

“As both traditional TV viewing and streaming via connected TVs grow and content options proliferate, many consumers are rightly viewing this as the golden age of television,” said Hosana Thomas, product manager at Adobe Advertising Cloud, in a statement.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.