eMarketer reports that a late 2017 survey conducted by Raymond James points to the coexistence of streaming and TV. Over half of the respondents (55 percent) said they plan to retain their current television package unchanged for the next twelve months. According to Raymond James, sports and news are key motivations for depending on television, while cost and convenience are linked with streaming video. Avoiding commercials is another perceived benefit of streaming video.
Just as significant, however, is the fact that across all demographics, on-demand television and digital video is the primary means of consumption, as opposed to live television. Increasingly, consumers want to view programs and video on their own time schedule. eMarketer estimates that, despite the booming market for streaming video, over 70 percent of U.S. households will have a subscription to traditional pay TV services through at least 2020.
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