Friday, November 30, 2012, 10:12 AM ET|Posted by Will Richmond
I'm pleased to present the 157th edition of the VideoNuze-TDG podcast with my weekly partner Colin Dixon, senior analyst at The Diffusion Group. This week we devote the full podcast to discussing TDG's new report, "Pay-TV Refugees - A Primary Research Profile of Cord-Cutters and Cord-Nevers."
Colin notes that U.S. households with broadband service that don't subscribe to pay-TV have grown steadily in the last 3 years, and are forecast to continue doing so over the next 5 years. We dig into the main reasons behind this - affordability and relevance, particularly for younger consumers.
As I wrote earlier this week, the fundamental question here is what broadband users - presented with a huge new diversity of online video choices, the rising cost of pay-TV and a proliferation of new viewing devices - will do? Admittedly it's still very early in the game and hard to predict what's ahead. But it does seem inevitable, given human behavior, that some percentage will peel off, either dropping pay-TV or not subscribing in the first place.
Related Research Coverage
Video Research Around the Web
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- Millennials mostly watch TV after it’s aired Recode
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- Futuresource: Older Consumers to Drive SVOD Growth Home Media
- Analyst Forecasts 5% Decline in Total TV Advertising Multichannel News
- Netflix’s ‘Marvel’s The Defenders’ Poised for Binge-Viewing Pop, Data Indicates Variety
- Study: Most Virtual MVPD Subs Pleased With Value Multichannel News