Two out of three U.S. households are still
so-called “cord stackers” that subscribe both to traditional pay TV and video-on-demand streaming services.
And at least according to a new survey from DirecTV Advertising, these
consumers are more receptive to advertising than streaming VOD-only households.
Specifically, 68% say they pay attention to ads for brands or products that they are considering buying, and 34%
say they often take action (do research or make a purchase) after seeing a TV ad that interests them—compared to 55% and 23%, respectively of VOD streaming-onlys.
In addition, 55% of
cord stackers agree that they trust the ads they see on TV, 55% agree that the ads on TV are relevant, and 61% agree that advertising is “good for consumers” — compared with 37% of
VOD-onlys agreeing to each of the first two statements and 41% agreeing to the last statement.
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More cord stackers also watch sports programming at least weekly: 65%, to 33% of VOD-onlys
reporting the same.
About half or more report watching NFL, NBA and MLB games at least weekly during the sports’ seasons, for example:
DirecTV used the Suzy research platform in August to survey 2,003 cord
stackers and 1,689 streaming-only U.S. consumers ages 18 to 64, using a sample nationally representative of age and gender. Respondents were screened based on their reported subscription status across
29 measured services.
Who are these cord-stacker subscribers? Demographically, they skew a bit toward male (55%). Their average age is 40: 50% are between 25 and 44, 35% between 45 and
64, and 15% between 18 and 24.
Nearly three quarters (72%) are married and more than two-thirds (69%) have children.
Netflix, Disney+ and Amazon Prime Video are their three top
streaming video services — subscribed to by 82%, 59% and 57%, respectively.