“Old habits die hard” is a saying that streaming company executives must be thinking about as their take rates — at least according to J.D. Power’s 2025 U.S. Television Service Provider Satisfaction Study released this week — are far behind their approval ratings. The study found that just a shade under one-third — 32% — of cable television subscribers stay with cable despite the fact that it scores much lower on the satisfaction index.
Indeed, it’s a contradictory situation. The study found that cable TV has a satisfaction score of 531 (on a 1,000-point scale), compared to live streaming’s 630. Though live TV services have higher satisfaction, it experiences greater customer turnover.
“Cable TV providers have longer-standing customer relationships and more tenure than live TV streaming services,” Carl Lepper, senior director of technology, media and telecom intelligence at J.D. Power, said in a press release.
“Many customers choose cable because of bundled TV and internet offerings, an option that streaming providers typically don’t offer. In areas with limited internet provider availability, bundling becomes even more common. While live streaming services may offer greater flexibility and higher satisfaction, they also face higher turnover.”
The study provided satisfaction scores for both cable and live streaming.
Verizon Fios won in the cable/satellite ranking with a score of 577. It was followed by Spectrum (536), Xfinity (533), Cox Communications (527), DISH (523), DirecTV (515), and Optimum (465).
In the streaming category, YouTube TV won at 649. It was followed by Sling TV (625), Hulu + Live TV (623), Fubo (606), and DIRECTV STREAM (578).
Charter Communications is trying to provide its subscribers with the best of both worlds. Its Seamless Entertainment offering provides those with eligible TV plans free subscriptions to ESPN DTC, the Disney+, Hulu Bundle and Fox One without charging more for the tier. The company wants subscribers to understand the value they say is being offered by showing an online calculator that displays the savings customers can receive from bundling services.
