Sanford Bernstein media analyst Todd Juenger held his fourth focus group aimed at determining the appetite for “skinny bundles” and found the segment hungriest to reduce their pay TV diet were consumers that already were eating too much.

Juenger’s latest focus group was held in Boston on June 7, asking a group of young consumers (under 40 years of age, living independently, and a mixture of cord-cutters and pay TV subscribers) to explore their interest in OTT packages like Sling TV, DirecTV Now, and YouTube TV. The analyst has conducted three similar focus groups in San Francisco, Chicago and New York and plans to conduct similar groups on stage at its upcoming Future of Media Summit in New York on June 28 and 29.

As in past focus groups, the samples are small – about 17 people, nine female and eight male – and are not supposed to be considered all encompassing. But they do provide anecdotal insight into young consumer behavior.

What Juenger found was basically what was determined in the earlier groups – the customers most likely to opt for skinny bundles were existing pay TV customers, many with the top level of service, which “aren’t exactly the incremental, cord-cutting audience we've heard network executives describe,” he wrote. “If they can trade down, save money, and still get the content that's most important to them, they're willing to consider switching. Cord-nevers/cord-cutters, on the other hand, once again expressed almost no interest.”

Specific shows, not networks or channels, seem to be driving most young consumers’ buying habits, with several of those surveyed adding that if they see a show they like, they’ll buy it. Young millennials who don’t have pay TV subscriptions aren’t likely to be compelled to start paying for a “skinny” video package, mainly because it doesn’t include all the shows they watch.

“My whole thing is just there’s so many different services, and they don’t have—they’re all missing something. My question is, why?," noted one participant who pays $200 per month for five different services.

Juenger asked the participants what channels they would pay $5 per month for and ESPN topped the list, followed by Food Network, FX, HGTV, Logo, NBCSN, Syfy and VH1.

Of the consumers that did stick with their full video packages, DVR service was the service most feared losing if they downgraded, according to the report.

One difference from the other studies was that local news seemed to fall from the list of reasons why consumers balked at cutting the cord. Most participants said the availability of local news on the internet made it easier to do without those channels.

One service the participants seemed to be unable to do without was Netflix. While most were focused on cutting their costs when it came to TV entertainment, ost participants said they would keep their Netflix subscriptions even if the monthly charge rose to $15 per month. Netflix is currently priced at about $10 per month.

The number of consumers who expect to pay for TV rose by a considerable margin in 2016, indicating that the pace of cord cutting and trimming could be slowing, according to a PricewaterhouseCoopers study.

In its Videoquake 4.0: Binge, Stream, Repeat – How Video is Changing Forever, PwC interviewed more than 1,200 consumers and found that more claim that they will buy a pay TV subscription this year -- 84% vs. 70% in 2015 – but less than the 91% that answered in the affirmative in 2014.

Hidden costs of cutting the cord could be a factor. About 51% of cord trimmers – those that reduced their TV packages to skinny bundles to cut costs -- said they are paying more for TV today than they did last year. Overall, 42% of all US consumers say they are paying more for video content now than last year. At the same time, the number of respondents that say they subscribe to a pay TV service is holding relatively steady – 76% compared to 79% in 2015.

PwC believes that streaming services will continue to grow as additions, not replacements, to pay TV packages, based on its analysis. Growing popularity for a new generation of high quality video, along with live TV, is reducing pricing sensitivity and according to PwC, making more content available on more formats could create a climate where pay TV is one among many video services consumers use.

Pay TV  companies that have bet big on mobile TV – like AT&T’s DirecTV Now and others – may feel better after reading the survey, which sees mobile viewing emerging as the dominant platform for younger viewers. About 76% of respondents said they watch more video on their mobile devices than last year. Nearly 60% said their smartphone was the primary device to view content, including short-form video, TV shows and, in some cases, full-length films.

The mobile numbers rise the younger the viewer – 70% of 18-24-year-olds say their phone is the primary place they view video content and 62% of the same age group report watching TV shows on their mobile device.  But a lot of that viewing is in the home – 80% said they watch videos on mobile devices at home vs. only 52% “on the go,” according to PwC.

The research company also identified a new subset of viewers – Super Streamers – or those that stream video at least 12 hours per week. While only representing about 10% of total viewership, Super Streamers could become a key potential audience for both content and platform providers, according to PwC.

Super Streamers are more likely to binge watch shows – 54%, compared to 24% overall. About 61% of that group say they are cord cutters, cord nevers or cord trimmers, compared to 39% who say they subscribe to traditional TV.