The results of an Ipsos Omnibus survey suggest that broadband service providers who offer reliable, high-speed internet would benefit if consumers had an easy way to recreate their current cable programming lineups, according to information shared with Telecompetitor this week.
Two questions inserted into the Omnibus survey asked customers about their existing cable internet service and how they would feel about “faster, more reliable” service.
The first survey question looked at what role cable TV plays in keeping cable internet subscribers with their current connectivity source. It found that 59% are satisfied with their internet service; 14% do not have a high-speed option; 11.5% are not satisfied but stay for non-TV-related reasons (such as price and convenience); 6.5% stay (at least partially) for TV service; and 9% stay mainly for the TV service.
This suggests, according to MyBundle Chief Revenue Officer Michael Goldstein, that only about 27% of households on traditional cable TV are willing and able to consider alternatives for their internet connectivity. Of those, 57% are stuck because they lack a TV replacement. Projected onto real household numbers, the question suggests more than six million additional customers — 15.5% of the 40 million still on traditional cable — could leave cable internet if they were offered a cord-cutting solution.
The second question explored a scenario in which a faster, more reliable internet option was available, how useful it would be for that provider to recommend the streaming TV services a customer would need to get their content at a lower cost than their current cable package.
The survey found that 37.5% responded that it would be “extremely useful,” 42.5% said “somewhat useful,” 11.5% said “not very useful” and 8.5% said that they “would never switch from traditional TV to streaming regardless.”
Goldstein posited that survey respondents’ answers to the second question indicate many more of them might switch from cable than the answers to the first question did. His conclusion is that, if 80% of traditional cable TV users find a cord-cutting tool useful, it may mean as many as 32 million customers are interested in switching.
The Ipsos Omnibus survey is an ongoing project that matches respondents and the topics in which the client is interested. This survey was based on 140 respondents.
“A crucial thesis for us at MyBundle is that millions of subscribers at the big cable companies are unable or unwilling to switch to competitive broadband providers until they figure out how to get all the TV content they need,” wrote Goldstein in private communication with Telecompetitor.
“So, we offer our broadband provider partners tools to help their prospects and customers do just that. This survey information validates both the problem and the solution.”
Concerns on helping subscribers find the content they want in the streaming universe is not new. In October, 2022, for instance, Industry cooperative NCTC signed a streaming deal with streaming platform MyBundleTV that aimed to bring a simplified streaming aggregation platform to NCTC’s 700+ broadband operator members.
Another sign of the challenge is J.D. Power’s 2025 U.S. Television Service Provider Satisfaction Study that was released earlier this month. The survey found that 32% of cable television subscribers stay with cable despite the fact that it scores much lower on the satisfaction index than streaming.
