Authenticated TV everywhere services are driving higher customer satisfaction for pay TV providers and serving as an effective-churn buster, but awareness issues — specifically consumer misconceptions about extra costs — have stymied the multiscreen offerings.

Those are the key findings from Hub Entertainment Research’s annual TVE study, based on a survey of 1,202 U.S. TV viewers with broadband service.

On a positive note, 73% of respondents said TVE drives higher satisfaction, and 84% of frequent TVE users said they plan to stick with their current provider for the next year, vs. 66% of consumers who don’t use the authenticated platform.

Despite that, 53% of users said that not only have they never used TV everywhere, but they weren’t even aware they could access it. And though TVE platforms are part of a monthly subscription, more than half of respondents (54%) assumed there were extra costs.