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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- Roku Commands 15% Of All Media Streaming Devices Mediapost
- Cord-Cutters Show Interest in Discovery Channel: Survey Multichannel News
- Pew: Mobile Broadband Users Double Since 2013 Multichannel News
- D2C Advertisers See Sharply Higher TV Ad Spending Mediapost
- Forecast: OTT Revenues To Hit $23.7 Billion By 2023 Mediapost
- Data-Enabled TV Buying Rises, Despite Concerns Mediapost