​TV Everywhere users actually watch more TV overall, and viewing apps don’t necessarily replace first screen watching, according to a new study released Thursday by Viacom.

Overall, 64 percent of those using TV Everywhere apps said they watch more TV.

A whopping 93 percent of TV Everywhere users also said the apps make them more likely to stick with their current provider.

The results should be encouraging to wary providers who are hesitant to give viewers opportunities to leave their platforms in an age of increasing options for consuming TV content.

Most viewers reported that they were using TV Everywhere apps to catch up on missed episodes or re-watch shows, with 33 percent of respondents saying they used the apps simply because they couldn’t catch the show live.

Another 22 percent said they used the apps because all the TV sets in house were already in use.

Almost everyone surveyed—98 percent—saw TV Everywhere apps as a value-add to their subscriber package.

Read More: Lost Remote, Viacom Release

Brief Take: Results like this show that providers should be embracing TV Everywhere as a way to retain customers and increase the value of their subscriptions. Renewed investment in TV Everywhere innovation could go a long way to stemming the flow of people into the cord-cutter category.

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