Will ad-supported and on-demand streaming services continue to become more popular with cord cutters, leaving live TV streaming services in the dust? That could be the case, according to a special “Streaming Wars” edition of the Nielsen Total Audience Report

In the study, Nielsen asked consumers about which attributes of streaming services are most important to them. The results show that consumers prioritize affordability and ease of use when choosing a streaming service. What viewers aren’t interested in is personalized recommendations or live content.

The survey responses also show that many consumers aren’t concerned with seeing ads while watching streaming content, with less than half saying that an ad-free experience is extremely or very important to them. Meanwhile, 42% of respondents said that cost is what has driven them to cancel paid subscriptions, noting that they don’t use the services enough to justify the cost. These responses are great news for AVOD services, which offer content at no charge and include ads to generate revenue.

When it comes to subscribing to additional services, it’s all about the content. 47% say they subscribe to new services to expand the content that they have available. Only 19% say they would subscribe to a new service to have access to live TV content.

“Wherever good content goes, subscribers will follow. When that content runs out, don’t be surprised when some of the subscribers do too: 20% of consumers said they canceled a service after watching all the content that they were interested in,” Nielsen said after releasing the report.

Live TV streaming services should take note. With AVOD services on the rise and many new competitors on the scene, it’s more important than ever to deliver continuous access to new, original, and exclusive content if they want to keep subscribers engaged.

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