The appetite for live television remains strong among rural Americans, according to the latest research from the Annual Rural Subscriber Study commissioned by Innovative Systems and conducted by Pivot Research.

When asked about the methods they use to access live television at home, only 16% of respondents indicated that they do not receive any form of live TV. The majority of viewers rely on local providers and national streaming cable companies like YouTubeTV and Hulu Live. Consumers are responding positively to the convenience of streaming full channel lineups from both local and national sources. Live events, local news, and prime-time programming are major contributors to the continued popularity of live television services.