Consumers are tired of all-encompassing cable packages, according to a new study by PricewaterhouseCoopers. The study, which sampled more than 1,000 people found that 73% of the test subjects want the ability to tailor their cable packages instead of having to sign up for broad, expensive subscription packages.
The study strongly suggests that consumers are unhappy paying for channels they do not watch and are ultimately searching for alternative providers — like Netflix. Among those surveyed, when viewing online television, 63% use Netflix. Television networks’ owned and operated video sites, like WatchABC.com, trail behind at 49%.
This all ties into the fact that audiences have become disenfranchised with standard cable packages. Sixty five percent of the sampled audience said that they would pay for more than 10 channels at up to $2.99 per channel.
The current cable model, however, does not facilitate this type of service. Currently, many providers bundle less popular channels with extremely successful channels in order to boost sales numbers. It’s the reason that basic cable packages with popular channels like USA are often tied to less sought after channels.
It’s unlikely that cable providers will start allowing for a pay-per-channel service, as it would leave their unpopular cable channels in the cold. However, as made clear by this study, audiences are increasingly looking for an out from the traditional cable bundle, especially as Netflix and Hulu provide access to a lot of the content they actually want to watch.