More bad news fpr the traditional broadcast networks and cable providers: a new study says that millennials prefer to watch TV via streaming services over live television.

The news—presented at the Consumer Electronics Show in Las Vegas—adds to a growing sense of urgency among traditional television providers that solutions need to be found to discourage cord cutting.

More than half of millennials said that they thought their Netflix subscription was “very valuable,” but only 36 percent said the same thing about their cable subscription. The broadcast networks scored 42 percent on that question.

Half of all millennials responding to the survey said they used their laptop to watch television programming, with 1-in-5 saying it was their preferred screen.

The research—commissioned by NATPE and the Consumer Electronics Association—reinforces what has become conventional wisdom in the industry: younger viewers value an ability to control when and how they consumer television content.

Read More: Streaming Daily

Brief Take: This new study confirms that millennial viewers will opt for the service or company that allows them the greatest amount of control over their viewing schedule.

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