By Sahil Patel
Connected TV users are twice as likely as non-connected TV users to be “highly likely” to cancel their pay-TV subscription, according to a new survey from market research firm The Diffusion Group.
Before you run to the window to shout out the end of pay-TV as we know it, here are some important disclaimers: The Diffusion Group’s survey found that 8.8% of connected TV users were very likely (answering “6” or higher on a 7-point scale) to cancel their pay-TV subscription in the next six months. This compares to just 3.5% of non-connected TV users. So statistically speaking, while there is data that suggests connected TV users are increasingly un-reliant on linear television, it’s still a small percentage of the population. And that’s not even taking into the fact that connected TV penetration in the US is lukewarm at best.
The Diffusion Group notes that 7% of adult broadband users it surveyed that currently subscribe to a traditional pay-TV service say they are highly likely to cancel their subscription in the next six months. So maybe what all of this really means is while traditional television is still the king, and will be for the foreseeable future, we’re slowly moving toward a moment in time when screens/services truly begin to blur.
“The data does demonstrate a notable correlation between the two phenomena [referring to connected TV users and ‘cord-cutters’],” says Michael Greeson, co-founder and president of The Diffusion Group, in a statement, “one we expect to grow more strongly in the next few years.”