MVPD Customers Will Cut Back if Live Sports Don't Return, Says Roku
Some 17% of cord-cutter households said they will return to pay TV when live sports return, reported Roku Tuesday. Thirty-one percent said they are likely to subscribe to a live sports streaming service, and 52% of traditional and cord-shaver households…
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that cut back on pay-TV service say they are likely to reduce their package if televised live sports on traditional pay TV doesn’t return. The Macro Consulting survey commissioned by Roku canvassed 7,000 adult U.S. viewers in March and another 2,000 in May amid COVID-19. Nearly a third of U.S. TV households don’t have cable, satellite or telco TV; 25% were cord shavers. Forty-five percent of cord shavers intended to sever service in the next six months. Cutting home entertainment expenses was the leading reason for cord-cutter households shifting to full-time streaming, with Roku users who cut the cord saying they saved about $75 monthly. Nearly half of all U.S. TV households say they are watching more free, ad-supported TV. Four in 10 cord-cutter households said access to free trials and extended free trials to premium subscription services influenced their decision to cut traditional pay-TV service.