Many CDG clients offer video services and recent data from Leichtman Research Group sheds important light on video trends. Forty-four percent, or nearly half of consumers with a live streaming vMVPD pay-TV service (including the likes of Hulu + Live TV, Sling TV, YouTube TV or AT&T TV NOW), have switched from traditional cable, satellite or telco pay-TV service, according to the research firm.

The report also added that just over one quarter (26%) of consumers have both a streaming vMVPD service and a pay-TV subscription as well

Some 18% of consumers switched from another vMVPD service, while 12% were most recently non-subscribers to any type of pay-TV service, figures that were similar to the previous year.

Among the report’s other findings:

• Overall, 18% of adults ages 18-44 currently have a vMVPD service – compared to 9% of ages 45 and above.  Ages 18-44 now account for 65% of adults in the U.S. that have a vMVPD pay-TV service.
• More than three quarters (76%) of vMVPD subscribers are very satisfied with their service – compared to 69% in 2018.
• 14% are very likely to switch from a vMVPD service in the next six months – compared to 27% in 2018
• Just over half (54%) of vMVPD households have three or more TV sets
• 42% that have both a vMVPD and a traditional pay-TV service cite having more choices or options as the reason for getting both, 15% cite serving multiple people or TVs in the household, 14% cite channels or content only available from one source, and 8% cite testing or trialing a service
• Nearly all (95%) with a vMVPD service also have an SVOD service from Netflix, Amazon Prime, and/or Hulu – compared to 74% of traditional pay-TV subscribers, and 77% of non-subscribers in TV households
• Nearly eight in 10 (79%) of all households have at least one SVOD or direct-to-consumer streaming video service, and 44% have three or more of these services

“More than ever, consumers are exploring the trade-offs between traditional and vMVPD pay-TV services—along with an increasing number of streaming options—to find the combination of content and cost that best meets their needs,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc., in a prepared statement. “Younger adults and those with more people and TVs in the household have thus far proven to be most attracted to the lower-cost and lower-channel vMVPD options.”