90% Would Cancel Pay TV Subscriptions Under the Right Conditions
So far, the number of people cutting the cord and going exclusively with online video content has been small, but CDN Limelight says that number has the potential to grow drastically. In its "The State of Online Video" report for 2015, released today, Limelight finds that 90 percent are open to cutting the cord, but only under the right conditions.
When asked under what circumstances they would end their pay TV service, the largest group—37.9 percent—said they would do so because of price hikes. Following that, 20.1 percent didn't have a subscription, 16.1 percent would cancel when they could directly subscribe to the channels they wanted online, and 7.8 percent would cancel when more sports content is available online. Only 10.5 percent said they would never cancel their pay TV service under any conditions.
While those results were for all adults, young adults were much more sensitive to price: 40 percent would cancel pay TV service because of high prices.
Limelight asked viewers about their frustrations with online video, and found that video buffering is the largest cause of annoyance. This is followed by poor-quality video, long start-up times, and video being unavailable on certain devices.
The full report is available for free download, no registration required.
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