VOD and DVR Create a Retention Combo

A new consumer study from Leichtman Research Group (LRG) finds that digital cable subscribers are recognizing the benefits of having both Video-on-Demand (VOD) and a Digital Video Recorder (DVR).

Nearly three-quarters of VOD users who have a DVR from their cable company strongly agree that their cable service is better because they have both services. In addition, just 15 percent feel that, because they have on-demand service, they don�t really need a DVR, and 19 percent feel that, because they have a DVR, they don�t need on-demand service.

Nearly two-thirds of these key high-end subscribers are very satisfied with their cable operator, and few report that they are likely to switch providers. While over 14 percent of cable subscribers in the markets studied say that they are likely to switch from their current cable provider in the next six months, fewer than 6 percent of digital cable subscribers who have used VOD and have a DVR say that they are likely to switch.

These findings are based on a survey of 1,400 total households representing four markets in the United States where VOD is available, and are part of the new LRG study.

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