Live TV streamers more loyal than cable customers

TROY–The likelihood of live TV streaming customers switching services in the next year is just 12%, while the likelihood of cable and satellite customers switching is 21%, according to the just-released J.D. Power 2023 U.S. Television Service Provider Satisfaction Study. Customer satisfaction for live TV streaming is higher across all seven factors in the study.

Most notably satisfaction with cost of service, which is 156 points higher (on a 1,000-point scale) among live TV customers than among cable and satellite customers, given the cost for live TV streaming averages $69 per month vs. $113 per month for cable and satellite.

“Although the cost of running a cable or satellite providing company is innately more expensive given the engineering and execution of such a service, it is hard to ignore the vast difference in cost between them and the live TV streaming companies,” said Carl Lepper, senior director of technology, media and telecom intelligence at J.D. Power. “Despite the varying cost, streaming is succeeding in all areas, especially customer care. Of the mere 30% of all streaming customers contacting customer service this year, 84% feel that it was somewhat or very easy to resolve their problem. This is key to not only maintaining their current customer base, but also for continued growth.”

Study Rankings

Dish ranked highest in the cable/satellite TV–national segment for a sixth consecutive year, with a score of 709. DirecTV (705) ranked second.

Verizon Fios ranked highest in the cable/satellite TV–east region with a score of 746 for a second consecutive year. DirecTV (702) ranks second and Dish (699) ranks third.

Dish ranked highest in the cable/satellite TV–north central region with a score of 699. Cox Communications ranked second with a score of 694 and Xfinity ranked third with a score of 689.

Dish ranked highest in the cable/satellite TV–south region with a score of 725. Xfinity ranks second (724) and Spectrum ranked third (723).

DirecTV ranked highest in the cable/satellite TV– west region with a score of 704. Dish ranked ranks second (697) and Spectrum ranks third (696).

YouTube TV ranked highest in the live TV streaming segment with a score of 795. Hulu + Life TV ranked second.

See the rank charts for each segment at:

The J.D. Power U.S. Television Service Provider Satisfaction StudySM is designed to provide a detailed assessment of customer perceptions of service with their current television provider. The study measures overall satisfaction with television service providers based on seven factors: performance and reliability; cost of service; programming; communications and promotions; billing and payment; features and functionality; and customer care. To be included in the national cable/satellite TV ranking, brands must be ranked in all four geographic regions. The study is based on responses from 23,584 customers and was fielded from October 2022 through August 2023.

For more information about the U.S. Television Service Provider Satisfaction Study, visit

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