Of the 39 million U.S adults who switched all home media and communications services last year, packages containing TV were the largest category in those changes.
Nearly 50% of U.S. adults switched all combinations of packages that contained TV -- TV-only, internet/TV, or internet/phone/TV, according to a study by Broadband Now Research.
The survey of 10,000 U.S. adults is nearly 16% of U.S. adults -- 39 million -- who added or switched home services in 2018. The research comes from anonymized shopping data in 2018.
The TV-only category was the biggest, with 30.6% of U.S. adults making changes. Internet-only was next at 25.9%, followed by phone-only, 22.4%; internet/TV, 8.3%; internet/TV/phone, 8.2%; internet/phone, 2.4%; and TV/phone, 2.1%.
Nearly 40% say the primary reason was price considerations.
For TV switching, the report confirms that cord-cutting played a big part. But traditional pay TV service changes were also a factor.
“Streaming TV services contributed to the majority of these purchases, which is unsurprising given the recent growth in cord-cutting,” says the report.
It added: “Despite this [traditional[ cable TV and satellite TV accounted for at least 37% of purchases and an additional 37% indicated that they subscribed to cable or satellite TV in addition to streaming services.”
Research shows over 20% purchased from at least two categories of home services.