42% of rural customers get their TV through satellite, 37% through cable
Leightman Research says rural areas nationwide now have more Direct Broadcast Satellite (DBS) subscribers than cable subscribers. DBS now accounts for over 25 million subscribers nationwide. 42% of individuals who define themselves as living in a rural area report that they subscribe only to DBS vs. 38% in 2004, 37% to cable only, equal to 2004, 2% to both cable and DBS. While DBS has made recent gains in urban and suburban areas, cable still has nearly a 4:1 subscriber advantage in these areas. 63% report that they subscribe only to cable vs. 65% in 2004; 17% to DBS-only vs. 13% in 2004; 2% to both cable and DBS.