Out of 408 live television respondents, 183 rated their satisfaction as 7 or lower on a scale of one to ten. This question has been included in the Rural Subscriber study for the past eleven years, and price has consistently been the primary concern. However, in the 2026 study, there was a 7% decrease in the number of respondents citing price as their top pain point compared to the previous year.

One could argue that as streaming service prices have risen over the last few years, consumers are less concerned about comparing Amazon, Netflix, Peacock, and the others to what they pay for traditional linear video products.

Another notable statistic from this year’s report regarding low satisfaction with Live TV is that fewer people felt they had too many channels they didn’t need, dropping from 29% in 2025 to 21% in 2026.

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