| MUMBAI:
A study by Parks Associates finds that less than six million US households would
consider canceling pay-TV service in favour of online video.
Despite
the growing amount of video available online, less than eight per cent of US broadband
households are considering canceling their pay-TV services in favour of online
video, states Parks Associates’ study, All Eyes on Video. These
results from All Eyes on Video are in line with previous Parks Associates
studies, which do not show an appreciable likelihood of subscriber churn in favour
of online video services. A 2008 study reported that 11 per cent of US broadband
households were considering canceling pay-TV services, and in an earlier 2009
survey, the number was 10 per cent. While
5.5 million homes would be open to cancelling pay TV due in part to the availability
of online video, about 50 per cent of these households are also considering a
switch to a new pay-TV provider. The households likely to switch or cancel their
services are high consumers of online video, watching ten hours per week. They
are also interested in 'TV everywhere' services that can provide online access
to pay-TV channels. | 
