And according to a new survey, sports are a big reason why.
Research firm Parks Associates announced this week via a public relations firm that “55% of pay-TV households in the US report availability of live sports is important in their decision to keep their pay-TV service.”
The major months for cord-cutting in the United States came in the opening months of the pandemic when all major sports were on hiatus.
“The churn rate for pay-TV services continues to trend significantly lower than the rate for OTT services,” Steve Nason, research director for Parks Associates, said in the release of the information. “This is fortunate given the lack of live sports in the early stages of the COVID-19 pandemic. Over the past year, churn rates for OTT and vMVPD services both declined as consumers turn more and more to online video sources for their entertainment.”