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About one in four people are not satisfied with their digital TV service, according to a survey of 10,000 viewers by uSwitch.
Some 76% of Sky customers said they were satisfied. The figure for Freeview was 72% and for Virgin Media 68%.
The cable operator fared better when viewers were asked whether they felt they got value for money. Of Virgin customers 66% said yes; for Sky, the figure was just 57%.
These results are likely to reflect the larger fee paid each month by the average Sky customer. The survey found Sky users paid an average of £31.17 per month and Virgin £16.70.
Three-quarters of those who used Freeview, the non-subscription digital terrestrial service, said they got value for money.
Sky and Virgin were neck-and-neck on customer support. For each service 59% said they were satisfied. For Freeview users - whose support is provided largely by equipment manufacturers - the figure was 26%.
Steve Weller, communications expert at the consumer advice website, said: "Sky and Virgin will have quite a challenge on their hands convincing customers to part with their hard earned cash whilst expecting them to accept the current levels of customer service on offer.
"The availability of 'free' services has received a boost with the launch of Freesat... with a one-off cost for the set-up and a box, consumers will no doubt see these services as offering greater value for money when compared to the traditional monthly subscriptions offered by Sky and Virgin."
Weller recommended that, for subscription services, bundled products from Virgin and Sky offered best value for money.
