Most Americans not cutting back on pay TV
April 10, 2009
Nearly 70 per cent of consumers responding to the survey, sponsored by market research provider Pike & Fischer, said they plan to keep their current cable or satellite TV service this year. Only two of the 600 respondents to the survey, conducted in March with the help of Amplitude Research, said they plan to drop their multichannel video service to cut household expenses.
However, nearly 15 per cent of respondents said they intend to downgrade to a lower-priced video subscription this year, through such means as giving up premium channels. Only 8 per cent of respondents said they plan to upgrade their service to receive expanded numbers of channels or advanced services such as high-definition TV.
A substantial number of respondents said they are turning to the Web to watch video. About 32 per cent of respondents to the survey said they regularly watch video from Web sites such as Hulu, YouTube and iTunes.