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Pricing plays a pivotal role in terms of politics with distributors and consumer perception of OTTs. Some content providers privately have groused about the $20 Dish plans to charge for its Sling TV package being too low, though the lack of broadcast networks (or even cord-cutter- friendly ones from Viacom or FX) does make it seem unlikely a higher rate would stick. A study from Parks Associates recently found that 75% of those who own streaming media players subscribe to an OTT service rather than subsisting on free content (though yes, there still is some). The attractiveness of Google and Amazon and Roku dongles costing less than $40 obscures the new reality of unbundled content, wherein individual services add up and can ultimately cost more than the old-fashioned cable bundle that OTT was designed to improve upon.