Despite the almost inexorable rise of services such as Netflix and Hulu, more research suggests that cord-cutting is simply not taking place, indeed only 3% of US homes have done so according to J.D. Power and Associates.

The inaugural study from the analyst provides yet more evince that pay-TV providers should, for the moment at least, stop looking over their shoulder at the over the top (OTT) industry.

However, digging deeper into the research reveals that the rates of cord-cutting vary significantly by generation and those pay-TV providers would be hugely complacent to conclude that cord-cutting may not be a greater problem in the mid-term. Indeed 6% of those aged 17-34 say they no longer subscribe to a residential television service, compared with 4% of 35-46 year olds, 2% of the 47-65 group, and 1% those above 65.

The survey also found in general overall satisfaction with the pay-to-view video service with Netflix and Redbox rated particularly higher well in satisfying pay-to-view customers.

"The predictions of the demise of television subscription service as we know it are clearly premature," suggested said Frank Perazzini, director of telecommunications at J.D. Power and Associates. "The popularity of services such as Netflix and Redbox is a clear indication that consumers are enjoying the availability of alternative viewing options. However, with 52% of television customers reporting that they still watch regularly scheduled programming as it is broadcast, the current model will remain viable for the next two to three years, at a minimum."

In an intriguing pointer as to future directions, a quarter of video service customers indicate that they watch videos on a handheld mobile device, such as a music player, mobile phone or tablet.

Mobile phones were still the most commonly used handheld mobile device for watching videos (15%) with tablets at 12%. This balance is very likely to flip in the next twelve months. Video service satisfaction is above average when customers use such mobile video devices to access content.