Analysis for 'Leichtman Research'
Tuesday, January 4, 2011, 9:52 AM ET|Posted by Will RichmondWhen it comes to understanding cord-cutting trends, not all consumer market research is created equal. In my view there are two basic types. The first is speculative research that focuses on "potential" cord-cutters. The second is research that focuses on actual cord-cutters. For industry participants trying to get an accurate handle on this complicated topic, the second type is much more valuable.
The big problem with speculative research is that there's a massive difference between what people say they're considering doing (or even say they're planning to do) vs. what they will actually end up doing. In fact, it's a cliche this time of year to resolve to do certain things, though in reality we never will. How many of us said we'll get more exercise in 2011? Lose weight? Stop smoking? Save more money? And how many of us actually will? You get the idea.
« Previous | Next »
See additional research »
Video Research Around the Web
- World-Wide Streaming Subscriptions Pass One Billion During Pandemic WSJ
- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
- Cord Cutting’s Worst Year Ever: Analyst B&C
- Disney Plus Will Surpass Netflix in Customers by 2026, Research Company Says Next TV
- Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35 Deadline
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV
- What Are Consumers Willing To Pay For Ad-Free TV Content? Mediapost
- What Streaming Wars? Five Services Control 83% of Connected TV Viewing Next TV