56% of the happiest customers using live television in rural America say they are paying a fair price for their service.

Out of 838 total respondents in the 11th Annual Rural Subscriber Study, 225 rated their live television experience as an eight or higher on a ten-point satisfaction scale. Breaking this down further, there was a ten percent increase in satisfaction with the variety of channels available. There is a growing sentiment that the rapid increase in a la carte streaming options is beginning to wear on all consumers, not just those in rural America.

Cable Still Delivers More Live Sports on One Platform

A report from Hub Entertainment Research last month indicated that a significant majority of sports fans (87%) find it at least somewhat frustrating to determine where to watch the sports they follow today. Additionally, nearly one-quarter of fans expressed feeling “very frustrated.”

Research from multiple studies supports the consumer demand for a single, easy-to-access platform for live television. The key question is whether an OTT platform will emerge to consolidate content, or whether legacy cable companies will remain the best available option.