Cable Channels Survey: Individual Channel Options Could Lead to More Customers

Congress is again considering taking action in the cable channels market. Currently, cable providers only offer channels in large bundles and packages, but some argue that they should have to offer channels individually. Would the option to add individual channels be beneficial for cable customers? And would it entice any new consumers to buy cable TV service?

cable channels

Cable Customers

In Ask Your Target Market’s latest survey, 60% of respondents said they currently have cable service. Of those customers, just 10% said they watch all the channels in their current cable package. 19% said they’ve watched most of their channels. Another 19% said they’ve watched about half of their channels. 28% of cable customers said they have watched less than half of the channels in their current package. 22% said they only watch a few channels. And 2% said they don’t watch TV at all.

Cable Channels

Since many customers don’t take advantage of their full channel package, logic would dictate that having individual channel options would solve this problem. But what would buyers prefer? 74% of current cable customers said they would prefer to choose individual channels rather than packaged bundles of channels. Only 10% said they would prefer channel bundles to individual channels. And 16% said they are undecided.

Potential Customers

Of the 23% of overall respondents who had cable service in the past and the 18% who don’t have cable at all, 24% said they would definitely be more likely to buy cable service if they had the option to buy channels individually. 36% said they would probably be more likely to purchase cable service. 26% said they probably wouldn’t be any more likely to get cable. And 14% said they definitely wouldn’t be more likely to get cable.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: watching the bokeh channel from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on May 9 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.