Source: PricewaterhouseCoopers (PwC) [pdf]
Notes: Beyond viewing TV shows that they’ve already watched in the past, consumers are most apt to make decisions about their TV content from channel surfing and seeing a commercial, according to results from a PwC survey. Separately, like many other studies, the PwC research finds an affinity for skinny bundles and a significant share of respondents saying they have cut the cord.
This latest survey indicates that 16% of respondents have unsubscribed from pay-TV services in the past year. It’s difficult to square that result up with actual subscriber figures tracked by sources such as the Leichtman Research Group (LRG), though. For example, LRG research indicates that the top pay-TV providers in Q3 2015 (representing about 95% of the market) had almost 94 million subscribers, representing just a 1.4% contraction from the figure reported in Q3 2014 (95.3 million).
About the Data: The PwC results are based on an online survey of more than 1,200 US consumers.