Broadband households eager for cable-free HBO

It looks like HBO has another hit on its hands.

Some 17 percent of the 100 million broadband households in the US are "likely" to subscribe to HBO GO's upcoming Internet-based TV service, new research reveals.

The vast majority, or 91 percent, of those currently get cable- or satellite-TV service, but roughly half said they would drop their subscription if they could get HBO without a cable package, according to a Parks Associates study released Thursday.

HBO announced in October it would launch an over-the-top service in the US this year, allowing customers for the first time to watch shows like "Girls" and "Game of Thrones" online without a cable subscription.

"HBO picked a good time to announce its stand-alone HBO Go OTT service in the US," said Glenn Hower, a research analyst for Parks Associates. "The percentage of subscribers interested in OTT video services is trending upward, and more industry players are planning to launch their own OTT services."

HBO hopes to launch the new streaming service in April to coincide with the "Game of Thrones" premiere, according to reports.

The Time Warner-owned company didn't say how much it would charge for the service, but analysts expect it will cost between $15 and $20 a month.

The findings, based on a survey of 10,000 households, are bad news for cable and satellite-TV operators concerned about the rise of "cord cutting," especially with other programmers following in HBO's footsteps.

CBS introduced a a $5.99-a-month streaming service that lets viewers watch much of its programming — a big exception is NFL games — without a pay-TV subscription.

As a hedge against slowing pay-TV subscriptions, satellite provider Dish Network is rolling out streaming service Sling TV, a $20 per-month live TV package of 12 channels, including ESPN, TNT, CNN, HGTV and the Disney Channel.

"2015 is set to be the year of OTT," said Brett Sappington, director of research for Parks Associates. "Along with the new services from CBS, HBO, and DISH, we expect several other players to launch or announce services in the US market in the next few months.

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