Those who have ditched pay-TV service, or who have never had it at all, are the least satisfied with the streaming video services they use, according to a new survey conducted by J.D. Power.
On a 1,000-point scale, cord cutters rated their overall satisfaction with services ranging from SVOD platforms like Netflix to transactional outlets like Vudu at 802. Those who’ve never had pay-TV scored in at 807.
Meanwhile, U.S. consumers who stack streaming services on top of existing pay-TV subscriptions scored the highest of the three groups in terms of overall satisfaction, manifesting a collective 826 score.
“The streaming video customer experience appears to be stratifying across the different subscriber segments, with pay-TV service still having a major effect on the overall streaming video experience,” said Kirk Parsons, senior director and technology, media & telecom practice leader at J.D. Power. “Part of the reason is demographics. Customers who only stream are younger than those who also have TV. Nearly two-fifths (37 percent) of customers who only stream are 18-34 years old, compared with 30 percent of those who also have TV. Notably, 52 percent of cord nevers are 18-34. Also, streaming-only customers are less likely to use transaction-based streaming services, which perform higher in the content measure.”
While J.D. Power said the number of consumers ditching pay-TV service is growing, cord cutters and cord never are still in the minority. 60 percent of streaming video service subscribers have pay-TV, the research company said, while 23 percent are identified as “cord shavers” – those who still have cable, satellite or telco TV, but have diminished the size of their programming bundle.
The research company said only 13 percent of consumers have cut the cord, and only 4 percent are “cord nevers.”
- read this J.D. Power press release
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