Live Streamers, At $69 Per Month, Far Less Likely To Churn Than Traditional Pay TV

Although some subscribers to livestreaming services have returned to cable or satellite, the dominant cord-cutting exodus isn't about to abate anytime soon. 

The latest confirmation: The likelihood of live TV streaming customers switching services in the next year is just 12%, while the likelihood of cable and satellite customers switching is 21%, according to the 2023 edition of J.D. Power’s U.S. Television Service Provider Satisfaction Study.

Customer satisfaction for live TV streaming is higher across all seven factors in the study: performance and reliability, cost of service, programming, communications and promotions, billing and payment, features and functionality, and customer care. The top score for all factors is 1,000.

Satisfaction with cost of service is 156 points higher among live TV customers than among cable and satellite customers. The cost for live TV streaming averages $69 per month, versus $113 per month for cable and satellite.



“Although the cost of running a cable or satellite providing company is innately more expensive given the engineering and execution of such a service, it is hard to ignore the vast difference in cost between them and the live TV streaming companies,” said Carl Lepper, senior director of technology, media and telecom intelligence at J.D. Power.

“Despite the varying cost, streaming is succeeding in all areas, especially customer care,” he adds. “Of the mere 30% of all streaming customers contacting customer service this year, 84% feel that it was somewhat or very easy to resolve their problem. This is key to not only maintaining their current customer base, but also for continued growth.”

YouTube TV jumped from a No. 3 ranking in in the live TV streaming segment in last year's survey to No. 1 this year, with an overall score of 795. Hulu + Live TV ranks second this year, at 785. Last year, FuboTV came in at No. 1, and Sling TV at No. 2.

Dish ranks highest in the cable/satellite TV–national segment for a sixth consecutive year, with a score of 709. DirecTV ranks second, at 705. Last year, Xfinity took the No. 2 spot. 

Verizon Fios ranks highest in the cable/satellite TV–east region with a score of 746 for a second consecutive year. DirecTV (702) ranks second and Dish (699) ranks third.

Dish ranks highest in the cable/satellite TV–north central region with a score of 699. Cox Communications ranks second with a score of 694 and Xfinity ranks third with a score of 689.

Dish ranks highest in the cable/satellite TV–south region with a score of 725. Xfinity ranks second (724) and Spectrum ranks third (723).

DirecTV ranks highest in the cable/satellite TV– west region with a score of 704. Dish ranks second (697) and Spectrum ranks third (696).

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