A Third of Viewers Stay With Cable Despite Higher Satisfaction of Streaming: Study

""Old habits die hard" is a saying that streaming company executives must be thinking about as their take rates - at least according to J.D. Power's 2025 U.S. Television Service Provider Satisfaction Study released this week - are far behind their approval ratings. The study found that just a shade under one-third - 32% - of cable television subscribers stay with cable despite the fact that it scores much lower on the satisfaction index."

""Cable TV providers have longer-standing customer relationships and more tenure than live TV streaming services," Carl Lepper, senior director of technology, media and telecom intelligence at J.D. Power, said in a press release. "Many customers choose cable because of bundled TV and internet offerings, an option that streaming providers typically don't offer. In areas with limited internet provider availability, bundling becomes even more common. While live streaming services may offer greater flexibility and higher satisfaction, they also face higher turnover.""

Cable television retains a significant portion of subscribers — about 32% — despite scoring 531 on a 1,000-point satisfaction scale versus live streaming's 630. Cable providers benefit from longer-standing customer relationships, tenure, and bundled TV-plus-internet offerings that streaming services rarely match, especially in areas with limited internet options. Live streaming services show higher satisfaction but experience greater customer turnover. Top cable/satellite scores include Verizon Fios (577), Spectrum (536), and Xfinity (533). Top live streaming scores include YouTube TV (649), Sling TV (625), and Hulu + Live TV (623). Charter offers a Seamless Entertainment tier with bundled Disney, ESPN DTC, Hulu, and Fox One access at no extra cost for eligible plans.

Read at Telecompetitor