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According to new research from nScreenMedia, the leading analyst group covering media's transition to multiscreen consumption, 84% of US broadband consumers that have cut the cord are at least somewhat happy with their decision. 37% say they are so happy they will never go back to the service.
In the new free report nScreen nSights: View My Video – Consumer Digital Media Consumption, nScreenMedia reveals that 17% of US broadband consumers say they had pay-TV, but no longer have it. 10% say they have never subscribed to pay-TV, and 74% say they currently have the service.
"A growing group of broadband consumers are finding that life without pay-TV is not only plausible, but also pleasurable," said Colin Dixon, Founder and Chief Analyst of nScreenMedia. "However, the digital video transition isn't just affecting this select group. With more people watching YouTube than TV, it's touching just about everyone."
This is not good news for pay-TV service providers. Finding a way to appeal to this growing group of defectors will be challenging. While 31% of the cord cutters said they missed TV shows they couldn't find anywhere else, just 9% of survey respondents said they missed sports channels. Sports is often cited as the main reason people stay with pay-TV. Worse still, 30% were adamant that they missed absolutely nothing pay-TV offers.
The report looks at the continuing evolution of media consumption, from the sources to the multitude of screens. The complexities and barriers that consumers associate with digital media are being addressed by companies like Plex, the sponsor of this research. The company's CEO, Keith Valory remarked, "The research shows the consumer media experience is in transition. Traditionally it has been dictated by the screen a viewer happened to be in front of, but increasingly the user is in control of what she wants to watch or listen to, no matter where she may be."
nScreenMedia's research study, View My Video: Consumer Digital Media Consumption, surveyed randomly 1,000 U.S. adults with broadband access. The report covers the consumption of digital video by consumers. It examines the devices and sources broadband consumers use to connect with video. There is a special section contrasting the habits of millennial consumers (18-29 year-olds) against other age groups. The report is available immediately for free from the nScreenMedia website.