Almost 10 per cent of Foxtel's customers are considering cancelling or downgrading their subscriptions, according to a new survey that warns of the potential threat video streaming poses to Australia's most profitable media company.

A report by Venture Consulting found about 250,000 Foxtel subscribers expect to use a streaming service in the next three months and also plan to cut or reduce their cable or satellite subscriptions.

The new offers do not require any Foxtel-supplied equipment or upfront costs and will be available through any device. Credit:Louie Douvis

It is the first study to estimate the potential degree of cannibalisation facing the pay television monopoly as it faces new local competition in subscription video on demand from US giant Netflix as of Tuesday.