Despite the rapid growth of on-demand streaming, live television continues to hold a unique place in the entertainment ecosystem. Sports, breaking news, and live events remain among the few experiences that consistently draw audiences together in real time, but the ways consumers access this content are changing. As virtual MVPDs, direct-to-consumer offerings, and hybrid bundles reshape the market, providers must balance consumer demand for flexibility with the economics of content distribution and subscriber retention.
The New Live TV Model: Skinny Bundles, Sports, News examines how U.S. households are responding to this evolving landscape. The research measures adoption, satisfaction, churn, and willingness to pay for live TV while exploring attitudes toward skinny bundles, content exclusivity, and the increasing fragmentation of sports rights. It also uncovers the factors driving subscriber loyalty, switching behavior, and re-engagement, revealing how preferences differ across demographics and household profiles. These insights help providers, programmers, and platform operators better understand the future of live TV and the packaging strategies most likely to succeed in a highly competitive streaming market.
Learn more about this research: The New Live TV Model: Skinny Bundles, Sports, News
