Antennas on the Rise

Market research firm Park Associates reports that the percentage of US broadband households with antenna-only access to TV has grown to 15%. That increase coincides with a decline in pay TV subscriptions and rise in internet-only subscriptions.

“Pay TV subscriptions have dropped each year since 2014, falling to 81% of US broadband households in Q3 2016,” said Brett Sappington, senior director of research, Parks Associates. “Several factors have played a part in this decline, including growth in the OTT video market, increasing costs for pay TV services, and consumer awareness of available online alternatives.”

The firm also found that only one-third of pay TV subscribers are very satisfied with their pay TV service. Per Parks Associates’ OTT Video Market Tracker, 63% of US broadband households subscribe to at least one OTT service and 31% have multiple OTT service subscriptions.

Research also revealed that in 2016, “twice as many subscribers downgraded (12%) their pay  TV service than upgraded (6%) it” and that “the size of the Cord Never segment is slowly increasing.”

“With the continued decline of traditional pay TV subscriptions, 2017 will be characterized by the rise of online pay TV services,” Sappington said. “While traditional pay TV provides superior viewing quality, OTT video commonly excels in discovery, portability, and personalized user experiences. Consumers care less about the network used to deliver the content than they do about access to the content, ease of use, and convenience.”

You can read more about the cord-cutting report at 360 View: Entertainment Services in U.S. Broadband Households.

About Larry Greenberg

A former local beat reporter and film critic, co-founder Lawrence Greenberg has more than 25 years’ experience as a writer and public relations executive.

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