37% of US cord-cutters resubscribed to cable TV to access live content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 22, 2022, 2:02 AM GMT+0

A recent survey of American cable TV subscribers by cableTV.com found that within a year nearly 50% of cord-cutters resubscribed.

US Cable TV subscribers (37%) who had previously cut the cord, resubscribed to get live access to sports, entertainment, and news. Nearly half of the 44 million cable TV subscribers decided to return after cutting the cord.

40% didn’t cut the cord to view live sports, entertainment, and news. Many cord-cutters were unaware that vMPVDs like YouTube TV and Sling TV offered live TV options.

Only 18% of consumers who had cut the cord used YouTube TV, Sling TV, Hulu+Live, or fuboTV. One of the key reasons that users returned to cable TV was its ease of use, according to 7%. Further, less than one in five made vMPVD their primary cable TV substitute.

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