An argument as old as cord cutting continues… “Just switch back to cable TV.” Can you really get everything you want from just cable TV? A new study from Vizio and Inscape offers an idea of how few people enjoy cable TV only.
According to the study using data from Vizio smart TVs, just 5% of its TV owners opted for just cable, satellite, or OTA (over-the-air) TV.
Of the 22 million Vizio TV viewers tallied in Inscape’s third-quarter study, 54% opted to only stream video, while 41% had a mix of streaming with cable, satellite, and/or OTA television. Only 5% opted for just cable, satellite, and/or OTA. And while cord cutters fled cable at a higher rate in the third quarter, the more interesting stat is the rise of “quiet quitters,” or customers who stopped using cable but continue to pay for it.
Increasingly, many of the best shows on TV are not airing on cable TV. The new Star Trek and Star Wars shows are available via streaming only. Even “Thursday Night NFL Football” can only be watched on streaming from Amazon.
The growth in content and services is increasingly driving cable customers to streaming options. Cable TV alone no longer gives customers the content they want on its own as streaming has become a must to watch many popular shows.