• by Karlene Lukovitz  @KLmarketdaily, November 14, 2023

Two out of three U.S. households are still so-called “cord stackers” that subscribe both to traditional pay TV and video-on-demand streaming services.

And at least according to a new survey from DirecTV Advertising, these consumers are more receptive to advertising than streaming VOD-only households.

Specifically, 68% say they pay attention to ads for brands or products that they are considering buying, and 34% say they often take action (do research or make a purchase) after seeing a TV ad that interests them—compared to 55% and 23%, respectively of VOD streaming-onlys.

In addition, 55% of cord stackers agree that they trust the ads they see on TV, 55% agree that the ads on TV are relevant, and 61% agree that advertising is “good for consumers” — compared with 37% of VOD-onlys agreeing to each of the first two statements and 41% agreeing to the last statement.

More cord stackers also watch sports programming at least weekly: 65%, to 33% of VOD-onlys reporting the same.

About half or more report watching NFL, NBA and MLB games at least weekly during the sports’ seasons, for example:

DirecTV used the Suzy research platform in August to survey 2,003 cord stackers and 1,689 streaming-only U.S. consumers ages 18 to 64, using a sample nationally representative of age and gender. Respondents were screened based on their reported subscription status across 29 measured services.

Who are these cord-stacker subscribers? Demographically, they skew a bit toward male (55%). Their  average age is 40: 50% are between 25 and 44, 35% between 45 and 64, and 15% between 18 and 24.

Nearly three quarters (72%) are married and more than two-thirds (69%) have children.

Netflix, Disney+ and Amazon Prime Video are their three top streaming video services — subscribed to by 82%, 59% and 57%, respectively.