NEW DELHI: Young viewers in the United States are streaming more and say they are less loyal to their pay TV service, according to a new survey conducted for new TV network Pivot.

The 2014 survey found that young - 18 to 34 years old - viewers with pay TV service are spending as much time watching traditional TV – 39 per cent of their viewing - as they did in 2013. But the amount of time spent streaming is up to 43 per cent of their time from 37 per cent last year.

More of those 18 to 34 years age group who subscribe to pay TV and stream video – 35 per cent - say they are looking to leave pay TV for a broadband-only lifestyle, up from 27 per cent last year.

The actual number of young viewers who have cut the cord and use broadband only to access video was flat at 13 per cent. But the number of these “independent broadbanders” who say they are happy streaming and do not plan to return to pay TV increased to 9 per cent from 8 per cent last year.

The survey was conducted for Pivot by research company MarketCast which surveyed 2,515 adults in the 18 to 49 years bracket, in April.