A recently released study by Machex finds a growing number of consumers who order broadband, but not cable TV from their ISP, according to DSLReports. Machex found that 27% of large ISP customers order only broadband, compared to the 22% who purchase television services. Meanwhile, a full 40% ask their provider about purchasing only specific channels, suggesting that interest in a la carte subscribing remains high.
The study went on to note that sports, particularly ESPN, is the biggest reason consumers continue to subscribe to cable services. Also, in thoroughly predictable fashion, customers responded well to offers of high-value promotional bundles, but less so towards long-term contracts. Whatever the future holds, however, it has become clear that cable companies are being pressured by the relentless march of progress and disruption.