The study suggested that while wider online video viewing and more internet-connected TV options may have boosted cord-cutting, basic cost savings is at the real heart of the move toward broadcast-only TV. The study found that 60% of those who cancelled their pay TV service cited cost-cutting as the reason.
A June 2013 study from CouponCabin confirmed this assessment of price as the No. 1 factor turning people off of pay TV services. CouponCabin found that 56% of US web users said other, less costly options might motivate them to cut pay TV and a comparable 55% cited not being able to afford cable anymore. Read the rest at eMarketer.