Mirroring other recent findings, the number of consumers who are cutting the cord for traditional pay TV services is on the rise, according to a new quarterly report from TiVo.
Of the 17% of consumers without a pay TV provider, 19.8% of that group said they cut the cord in the past year, up 1.9% on a quarter-to-quarter, and up 2.3% on a year-over-year basis, the company found it its Q4 2016 Video Trends Report, based on a survey of 3,079 adults in the U.S. and Canada.
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“At nearly twenty percent, this is the highest percentage of cord-cutters in a single quarter since TiVo began tracking them in the Q4 2015 survey,” the company noted.
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Price of pay TV services, at 80.1%, was the top reason for cord-cutting, followed by the use of a streaming service such as Netflix, Hulu and Amazon Video (48.3%), while 27.2% said they use an antenna to get basic broadcast TV channels, the survey found.