MUMBAI: Americans who watch television via the Internet still continue to watch television the traditional way and are not cord cutters but cord keepers.

84 per cent of viewers surveyed watch the same amount, or more, regularly scheduled TV since they started streaming or downloading content to watch on their TV set, according to a study by Nielsen.
  
Titled Life is a Stream, the study said 92 per cent subscribe to a pay TV service and only three per cent plan to give up their subscription.

Commissioned by the Cable and Telecommunications Association for Marketing, the Nielsen study found 53 per cent of those surveyed having discovered shows by viewing them via the Internet first and then seeking them out on regularly scheduled TV.
 
CTAM president and CEO Char Beales said, "We‘ve learned that new technologies are providing additional opportunities for viewers to access TV shows and movies, at their convenience. But it‘s supplementing viewing of regularly scheduled TV, not replacing it."