The average household is paying nearly double in subscription costs to pay TV since 2000, representing an inflation-adjusted annual rate of 74 percent, according to Kagan.
With so many UIs now resembling smartphones, users are finding it increasingly difficult to navigate the converged TV landscape.
Amplifying a growing trend, 21 percent of U.S. pay TV customers say they subscribe to an online video service from their MVPD, up from 10 percent a year ago, according to a Parks Associates study.
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