Media Substitution in Cable Cord-Cutting: The Adoption of Web-Streaming Television

This study sought to better understand what factors best predict consumers’ intention to cut the cord on cable television and adopt video streaming as their primary source of television. Utilizing media substitution theory as the conceptual framework, this study conducted a nationwide survey (N = 200). Findings show that perceived advantages of streaming applications over traditional television best predicted intentions to cut the cord on cable...