“The number of current pay-TV customers who plan to cut the cord has actually declined, and the number of hours spent watching old-fashioned, time-slot television is growing,” said Peter Cunningham, Technology, Media, and Telecommunications Practice Lead at J.D. Power.
To be clear, a new J.D. Power survey only shows that the rate of decline has slowed. The percentage of customers who say they plan to cut the cord on pay-TV during the next 12 months has declined to eight percent this year from nine percent in 2016, the company says.
The study might be interpreted as suggesting streaming and linear viewing modes are reaching some sort of equilibrium. We will have to wait and see. Many other forecasts suggest that newer modes (mobile, especially) are growing, though that does not directly speak to the issue of linear versus on-demand viewing.
Despite growing satisfaction with streaming video services and widespread use of DVR and video on-demand, the number of hours spent watching regularly scheduled television programs has increased by nearly an hour between 2015 and 2017, J.D. Power says.
In a typical week, households have spent an average of 17.4 hours watching regularly scheduled programming in 2017, up from 16.6 in 2015.
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