On average, American pay-TV subscribers have about 189 channels to choose from. But, according to new research by Nielson, the average viewer only watches about 17 of those 189 available channels.

The data “substantiates the notion that more content does not necessarily equate to more channel consumption. And that means quality is imperative–for both content creators and advertisers,” the researchers concluded.

More on the report from FierceCable.