Why Do Cord-Cutters Resubscribe?

Cord-cutting continues to wreak havoc on traditional linear TV, but while plenty of consumers opt to ditch cable, there are others who are coming back into the fold, too. Recent research from TiVo's Q4 report, "Do You Want To Build A Bundle?" reveals (among other things) the top reasons why cord-cutters opt to resuscribe.

• The biggest reasons are a lack of certain entertainment options without pay TV (28.6%) or considering it the best way to watch major live events (28.3%), though both of those were down slightly year-over-year.
• While 25.7% of respondents said they switched back because linear TV was the best way to watch live sports, that was down 1.4% year-over-year.
• In general, most responses were down year-over-year, save two: A preference to pay a single cable bill (17.5%, up 1% vs. Q4 2023) and a special deal to switch (10.6%, up 0.1% vs. Q4 2023).
• TiVo also reveals that 25.7% of respondents plan to cut the cord in the next six months, which was down from 27.6% in Q4 2023; though the more people that cut the cord, there's obviously a smaller number available left to potentially do so.

Check out more data around bundles and cord-cutting in TiVo's report.