Report: 'Cable-Keepers' Overwhelmed By Steaming Options

So called “cable-keepers” -- consumers who still pay for and watch TV through a traditional, linear pay-TV subscription -- remain a significant chunk of the U.S. population. According to MediaPost citing comScore’s recent “State of OTT” report, some 28 million households pay for cable/satellite but don’t stream OTT.

Still, many in the industry have been wondering why those people aren’t making that switch to streaming bundles, often available at lower price points than traditional bundles.

A new report from Telaria, the sell-side video ad platform, suggests that consumer confusion is key to answering that question. Specifically, not only are consumers confused by the sheer number of OTT options (55% of respondents felt that way, per the report), but many are under the misconception that in order to get live content like sports or awards shows, they need to pay for a traditional subscription.