This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin American region (i.e., Brazil and Mexico), which went through similar economic downturns, but different social experiences in recent years. Survey data from Kantar Media’s Target Index (TGI) Latina service —the most extensive market study in the region— and qualitative data from a second online survey conducted through eCGlobal online panel have been analyzed. Data reveals that the rush to cancel cable or satellite television services did not occur at the high rates expected and were not remarkably influenced by social class, as they were by education factors.This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin American region (i.e., Brazil and Mexico), which went through similar economic downturns, but different social experiences in recent years. Survey data from Kantar Media’s Target Index (TGI) Latina service —the most extensive market study in the region— and qualitative data from a second online survey conducted through eCGlobal online panel have been analyzed. Data reveals that the rush to cancel cable or satellite television services did not occur at the high rates expected and were not remarkably influenced by social class, as they were by education factors.O estudo explora como o status socioeconômico e o nível educacional da população condicionam a conservação ou mudança de hábitos de consumo midiático em tempos de dificuldades econômicas. O artigo centra-se no contexto latino-americano, especificamente no Brasil e México, os dois mercados mais importantes da área. Em ambos casos, os países atravessaram períodos de crises econômicas semelhantes, embora distintas experiências sociais. Os dados utilizados provêm de uma enquete feita por Kantar Media Target Index — o estudo mais extenso da região — assim como de uma segunda enquete digital feita por eCGlobal. Os resultados revelam que a urgência por cancelar os serviços de televisão paga não foi tão elevado como se esperava. Do mesmo modo, o nível educativo oferece uma melhor explicação do residual abandono da televisão paga que a classe social.