More U.S. Households Now Have Netflix Than Pay TV, Says PwC
For the first time, more U.S. households have a Netflix account than a pay TV account. That milestone comes from "A New Video World Order," a PwC report that examines how Americans interact with video.
In 2018, 76% of U.S. households used Netflix, while 67% used pay TV. Compare that to 2017, when both were tied at 73%. PwC's data comes from an October 2018 survey of 2,016 adults in the U.S. age 18 to 59 with household incomes over $40,000.
The survey also found that 27% say they're cord-trimmers, 25% are cord-cutters, and 8% are cord-nevers.
While though people often complain of feeling overwhelmed by streaming TV choices, PwC sees the current video relationship as one of empowerment. Using the language of courtship, 19% of those surveyed say they're "in a committed partnership" with their pay TV provider, a rise from 17% in 2017. Also, only 20% says they're "trapped" in their current video relationship, down from 22% in 2017. Even pay TV customers are happier in the current system, because they have more options and have deliberately chosen the one that works best for them.
As streaming becomes more mainstream, it's appealing to an older demographic. In 2018, 28% of those 50 and older had cut the cord, up from 19% in 2017. And while younger adults are less likely to have pay TV service, those who do are happier with their decision.
For more survey results, view "A New Video World Order" for free (no registration required).
Related Articles
Household spending on online video has remained fixed since 2014, reports Parks Associates, staying at around $8 to $9 per month.
01 Aug 2019
A report created by Digital TV Research finds that, for 505 operators in 135 countries, three-quarters will increase their subscribers between 2018 and 2024.
20 Jun 2019
The number of pay TV subscribers will grow by 380 million from 2010 to 2024, but total global revenues will fall by 14% to $177 billion during the same period.
06 Jun 2019
Streaming entertainment growth is increasing steadily in developed countries, but at a much more aggressive rate in less-developed areas.
05 Jun 2019
A new survey suggests that Netflix could be in real trouble when Disney+ launches and Disney stops licensing its premium content.
23 Apr 2019
As the first global network, Netflix has attracted a lot of criticism, but it's attracted even more defenders. That's really not necessary; Netflix can take care of itself.
18 Mar 2019
The future belongs to blended servcies. Creating an IP transformation that relies on multicast-assisted ABR streaming is a potential key to quality improvements and cost savings.
06 Mar 2019
Paying attention to the Oscars is a cultural tradition, but the show doesn't reflect how we get our entertainment. This year we stayed in and streamed—and we loved it!
22 Feb 2019
Welcome to endless scrolling, the same choices over and over, and frustrating interfaces. Wasn't AI supposed to save us from this?
01 Feb 2019
Netflix's Andy Schuler will reveal how the company makes interactive content work when he presents a Streaming Media East keynote in May.
01 Feb 2019
While the future looks bright for OTT, increased industry convergence and direct-to-consumer relationships require maintaining a high level of trust.
06 Jun 2018
Will pay TV providers finally offer a la cart selection in 2017? PwC say it would win back dissatisfied cord-cutters and cord-nevers.
14 Dec 2016