More than half of households with pay TV sampled by Ibope in its tenth survey of the market said they would definitely be interested in or would consider switching to prepaid (52%). Just under half of respondents who didn?t have pay TV said they would definitely subscribe or would consider doing so if it were prepaid (45%). An even larger proportion of former subscribers said they would sign up again if prepayment were an option (57%). Ibope also asked current subscribers if they intended to cancel: 4.5% said yes, mostly because of price (60%) or a need to cut household expenditure (44%). A small percentage blamed uninteresting content. The survey was conducted between April 22 and May 6 in nine major cities (Belo Horizonte, Brasília, Curitiba, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador, São Paulo), involving interviews with 15,400 people. According to Ibope, the estimated universe for the survey is 13.6 million households or 40.7m people.