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Nielsen Says Cable TV Is Stickier Than SVOD

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.