Cable subscribers who also have a subscription to a streaming services such as Netflix are more likely to drop the streaming service than cable, Nielsen said Thursday.
During a briefing with reporters, Glenn Enoch, senior VP of audience insights at Nielsen, said that judging by its panel of 22,000 viewers, 99% of cable subscribers who also had SVOD still had cable three months later. More than 4% tended to drop the SVOD service.
Enoch called the notion of industry-accepted narrative that SVOD is reducing the number of cable subscribers largely a myth, noting that cable subscription appeared to be “stickier” and less subject to churn.
Enoch at Nielsen also noted that while it is true that 18- to 34-year-olds were most likely to drop their cable subscriptions, they were also the most likely to add a cable subscription.
“They move around a lot,” Enoch said. “Older adults are less likely to move, drop cable service and add it back on after they move.”
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.