Cutting the cord is an increasingly attractive option among young viewers, who are streaming more and say they are less loyal to their pay TV service, according to a new survey conducted for new TV network Pivot.
The 2014 survey found that young—18 to 34 years old—viewers with pay TV service are spending as much time watching traditional TV—39% of their viewing—as they did in 2013. But the amount of time spent streaming is up to 43% of their time from 37% last year.
More of those 18- to 34-year-olds who subscribe to pay TV and stream video—35%—say they are looking to leave pay TV for a broadband only lifestyle, up from 27% last year.
The actual number of young viewers who have cut the cord and use broadband only to access video was flat at 13%. But the number of these “independent broadbanders” who say they are happy streaming and do not plan to return to pay TV increased to 9% from 8% last year.
The survey was conducted for Pivot by research company MarketCast. MarketCast surveyed 2,515 adults 18 to 49 during April.