Cable Subscribers Staying Due to Live Programming, Confusion, Survey Says

Despite growth in over-the-top platforms, nearly 20 percent of "cable keepers" who watch TV through a cable or satellite provider don't know how to access live TV without an MVPD subscription, Telaria and Adobe Advertising Cloud reported Tuesday. Forty-two percent of cable keepers said access to live programming is the reason they keep a cable connection, and 55 percent find cord-cutting options confusing. Seventy-three percent of cord cutters cited cost for axing their linear TV connection, and 48 percent of cable keepers are mulling canceling their cable service. Thirty percent of cable keepers said they would be cord cutters if they knew they could livestream their preferred sports, news and events programming. The national online survey was done in April and May, with 750 adults ages 21-54.