At the same time, according to the results of the Telecompaper Consumer Panel from this January, 25% have yet to make a decision about a switch and only 4% expect to cancel their subscription within the next two years.
Significantly, the number of viewers unwilling to switch is 20% higher than in January 2014, when the last panel report was produced.
Telecompaper points out that one of the main reasons viewers are reluctant to switch is the appeal of live TV, despite some OTT services have introduced live streaming of TV programmes.
From a demographic perspective, the younger the viewer the more likely they are likely to change their TV subscription within the next two years: 7% in the 30-39 age group, falling to as low as 1% in the over 65s.
However, all viewers aged 20-64 were found to be less willing than in January 2014 to end their TV deals in the next two years.
Interestingly, the sharpest fall – from 14% to 5% – was among the youngest, aged 20-29.
The 2015 panel also found that more men than women – 5% v 2% – plan to switch their subscriptions within the next two years.