Telaria, Adobe Study Reveals Nearly 80 Percent of Cable Subscribers Also Stream Digital Video

Telaria and Adobe Advertising Cloud ‘Inside The Minds of Cord-Cutters and Cable-Keepers’ study delves deeper into changing TV viewing behavior and what it means for brands

NEW YORK–(BUSINESS WIRE)–Telaria, Inc., (NYSE:TLRA), the complete software platform for publishers to manage premium video advertising, and Adobe Advertising Cloud, the industry’s first end-to-end, independent platform for managing advertising across traditional TV and digital formats, have released their ‘Inside The Minds of Cord-Cutters and Cable-Keepers’ study. The findings illustrate the experiences, behaviors, and television usage among a spectrum of TV consumer segments as cord cutting continues to trend upwards and TV advertising models shift to accommodate viewers where they’re watching.

The white paper builds on Telaria’s connected TV consumer behavior research database, a valuable resource for publishers and brands looking to understand the factors that are driving consumer behavior changes. The findings suggest brands that advertise on TV should also invest in connected TV as streaming digital video grows in popularity – including among pay TV customers. Advertisers will be able to access long-form, broadcast-quality programming that is increasingly available through OTT sources.

Key findings from the study include:

• Nearly 80 percent of Cable-Keepers also use streaming video platforms and nearly a quarter of their viewing time is spent there.
• Forty-two percent of Cable-Keepers think cable is necessary to view live sports, news and events – a key factor in their decision to keep cable.
• When faced with the question of how to access TV content if they no longer had cable, 21 percent of Cable-Keepers had no idea where to turn.
• Only half of Cable-Keepers are satisfied with the price they pay for content relative to the service they get, compared to 77 percent for Live-Streamers.
• Fifty-five percent of Cable-Keepers said they found cord-cutting options confusing.

“Streaming services are providing premium video content at attractive price points and Cable-Keepers are taking notice,” said Karen Ring, Head of Research at Telaria. “Once CTV services address the consumer confusion around streaming options and better communicate the live content available on their platforms, consumers will have a higher comfort level streaming. As viewers continue to increase time spent with CTV and ad supply increases, marketers need to learn how to create an effective advertising strategy that spans all types of TV.”

Additional insights can be found in the full ‘Inside The Minds of Cord-Cutters and Cable-Keepers’ white paper here.

Survey Methodology

Telaria engaged research firm LRW to execute an online survey to three connected TV consumer segments of 250 respondents each: Cable-Keepers; Live-Streamers; and On-Demanders. Telaria also conducted 12 qualitative in-depth interviews from each of the three consumer sub-groups.