In the 2020 Rural Video and Broadband report , homeowners responded on changing from an IPTV/Cable solution to a streaming only solution with interesting results. Hundreds of rural consumers responded and nearly one half would change companies if their current provider switched to a streaming-only option. Marking a higher comfort level with streaming technology, 55% of the respondents said they would make the switch.
This is definitely a careful-what-you-wish-for scenario. In the 2020 Whitepaper study, Finding Video Profits Elusive, rural video operators found less than expected take rates in their broadband only expansion projects, citing the lack of having video as the deal breaker for some. This whitepaper, and the video study would suggest that if you make a disruptive change in your service offerings, there is a legitimate risk of total customer defection to competing providers who can bundle both video and broadband.