Streaming Services Up Pay-TV Consumer Expectations

A crush of streaming video services has raised expectations among pay-TV consumers, according to new data from J.D. Power.

The J.D. Power 2021 U.S. Residential Television Service Provider Satisfaction Study, based on responses from 21,555 pay-TV subscribers from October 2020 through July 2021, found that satisfaction was 81 points higher (on a 1,000-point scale) for those also subscribing to an over-the-top video service than among those who do not have a streaming service.

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Indeed, 91% of respondents with a SVOD service said they would not be dropping their TV service in the next 12 months — suggesting they have not found all of what they are looking for outside of the traditional pay-TV bundle.

“The use of streaming services not only provides a more cost-effective way to watch television, it also provides the ability to stream personalized and live content anytime, anywhere,” Ian Greenblatt, managing director at J.D. Power, said in a statement. “Customers with highly satisfying streaming experiences will continue to seek increased convenience, personalization and relevant content elsewhere if not delivered by traditional television providers.”