Three-quarters of American adults claim to subscribe to a cable (52%) or satellite (24%) TV service, according to recent survey results from Harris Interactive. While pay-TV subscriptions have been contracting of late, most research pegs pay-TV penetration in the US at 80+% of households. Obviously there are significant differences in subscription rates among different age groups – but the Harris survey also finds some interesting results when looking at the pay-TV and Netflix subscription habits of parents with children under the age of 18.
(It’s worth noting that Harris only asked about cable and satellite subscriptions and not IPTV, which has been gaining subscribers of late.)
The study indicates that parents over-index in subscriptions to Netflix streaming services, with 37% claiming to subscribe to the services, compared to 22% of non-parents and 25% of respondents overall. (Parents are also more likely than their counterparts to subscribe to Amazon Prime and Hulu Plus.) But while parents are significantly more likely than the average respondent to subscribe to these streaming services, their pay-TV subscriptions appear to be unaffected. That’s because 72% say they pay to a cable or satellite service, not far behind the 76% of non-parents. Read the rest at MarketingCharts.
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