Customer Loyalty Among Live TV Streamers Grows Stronger Than Cable and Satellite

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Customers are less likely to switch services than cable and satellite customers, J.D. Power finds. Respondents to the survey said they were likely to switch services for live TV streaming is just 12%, while the likelihood of cable and satellite customers switching is 21%, according to the J.D. Power 2023 U.S. Television Service Provider Satisfaction Study. Customer satisfaction for live TV streaming is higher across all seven factors in the study.

The study measures overall satisfaction with television service providers based on seven factors: performance and reliability; cost of service; programming; communications and promotions; billing and payment; features and functionality; and customer care.

Most notably, satisfaction with the cost of service for live TV customers was 156 points higher, given the cost for live TV streaming averages $69 per month vs. $113 per month for cable and satellite.

“Although the cost of running a cable or satellite providing company is innately more expensive given the engineering and execution of such a service, it is hard to ignore the vast difference in cost between them and the live TV streaming companies,” says Carl Lepper, senior director of technology, media and telecom intelligence at J.D. Power. “Despite the varying cost, streaming is succeeding in all areas, especially customer care. Of the mere 30% of all streaming customers contacting customer service this year, 84% feel that it was somewhat or very easy to resolve their problem. This is key to not only maintaining their current customer base, but also for continued growth.”

Study Rankings

DISH ranks highest in the cable/satellite TV–national segment for a sixth consecutive year, with a score of 709. DIRECTV (705) ranks second.
Verizon Fios ranks highest in the cable/satellite TV–east region with a score of 746 for a second consecutive year. DIRECTV (702) ranks second and DISH (699) ranks third.
DISH ranks highest in the cable/satellite TV–north central region with a score of 699. Cox Communications ranks second with a score of 694 and Xfinity ranks third with a score of 689.
DISH ranks highest in the cable/satellite TV–south region with a score of 725. Xfinity ranks second (724) and Spectrum ranks third (723).
DIRECTV ranks highest in the cable/satellite TV– west region with a score of 704. DISH ranks second (697) and Spectrum ranks third (696).
YouTube TV ranks highest in the live TV streaming segment with a score of 795. Hulu + Live TV (785) ranks second.