A new study from Roku has found that 60 million U.S. household could access TV content exclusively by streaming in the next five years. The firm said that if this happens, the number of streaming viewers will overtake the number of traditional pay-TV viewers.
The factors for the switch to streaming are numerous, according to Roku. It said customers are happy with quality content on streaming services, are happy to watch ads in free VOD content, and find streaming services to be more convenient to use than pay-TV services.
Commenting on the findings in ‘The New Generation of Cord Cutters’ study, Matthew Anderson, Roku’s chief marketing officer, said:
“This report shows there is a huge, new generation of streamers who enjoy live and free TV and are extremely satisfied with the decision to watch TV without cable or satellite. Half of Roku’s U.S. customers don’t have traditional cable and satellite subscriptions and they enjoy the value, ease and breadth of content we offer them. The Roku study shows that the shift to streaming is more popular and growing faster than ever before.”
The study included 7,000 U.S. adults age 18 and over as well as another 12,150 U.S. adults that hold a Roku account. With such a big number of respondents, the study has some credibility but only time will tell to see how accurate it is. If you’d like to read into the study further, you can download the PDF here.
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