• The remaining cable TV subscribers are pretty sticky . Three-quarters of cable subscribers say they haven’t seriously considered canceling in the past six months. This is especially true for baby boomers, at 94 percent. • Live sports remain a crown jewel in any bundled subscription offering . Approximately 55 percent of consumers report that live sports are very or extremely important to their subscription decisions. This increases to 75 percent in the content lover segment. • Comedies are for focus, documentaries and true crime series are for love, and talk shows are for neither . Comedies drive the greatest levels of nonsports focus among consumers, while documentaries and true crime shows are consumed for love an outsize portion of the time. Talk shows are the lowest-ranking genre across both metrics. • Of linear-video providers, virtual multichannel video programming distributors (vMVPDs) such as YouTube TV and Hulu + Live TV are consumer favorites . They boast customer satisfaction scores materially higher than those for cable distributors, and their subscribers report a low likelihood to cancel (about 50 percent less than the distributor with the highest likelihood to cancel) — Theatrical movies: • Moviegoers enjoy ‘only at a theater’ experiences . Moviegoers most frequently cite two primary reasons for going out to see movies: “immersive viewing I can’t get at home” and “details and effects best appreciated on a big screen.” • Consumers who don’t see movies in theaters cite cost, selection, inconvenience, and lack of urgency . The top reasons for not going out to the movies are expense, a dearth of movies that consumers are excited to see, the convenience of at-home viewing, and the speed with which theatrical movies are available at home. • There’s room to expand theatrical-movie-subscription services . Of consumers who don’t currently subscribe to a movie loyalty program (such as AMC Theatres’ A-List), 30 percent are interested or very interested in such an offering. The two largest features of interest are a reward program or loyalty points and the ability to visit different theater brands under a single subscription. — Video games: • Additional monetization opportunities are on the horizon . Console and PC gamers’ willingness to view in-game advertisers is approaching that of mobile gamers: 74 percent of console and PC gamers are at least somewhat willing to view in-game advertisements in exchange for free gameplay, compared with 76 percent of mobile gamers. • There’s growing willingness to view advertisements, but there isn’t always positivity . Of console and PC gamers, 34 percent feel positively toward in-game advertising, compared with 33 percent that feel negatively. These beliefs vary considerably by segment: Less than 10 percent of legacy holdouts feel positively about it, whereas more than 50 percent of interactivity enthusiasts do. 32 The ‘attention equation’: Winning the right battles for consumer attention