The most important information that operators can gain is direct via consumers’ behavior.
For example, Millennials (ages 18 to 34) are the ‘cordless’ population – the ones who have never had cable, satellite or fiber optic TV service and those who have ‘cut the cord’. They are the largest generational subsection of the cord-free group. Almost one-third (30 %) of all US Millennials are cordless, compared to just 16% of Boomers.
These Millennials are turning to streaming for TV and video, spending almost two-thirds (65%) of their viewing time streaming via a TV set or other device. Cordless Millennials place a premium on being independent, preferring to watch TV or video whenever and wherever they want. They are most likely to define ‘TV’ as anything they can watch on any device – a TV, laptop, smartphone, or tablet. (Source: Adweek )
GfK MRI’s study also shows that Millennials are hard to reach because they are 44 times more likely to be cord-free than the average US consumer. Cordless Millennials also do not use much media except for the Internet – they are heavy streamers, heavy binge viewers, but light on overall TV watching. (Source: Advanced Television: US Millennials most likely cord-cutters)
How Cordless Millennials define #TV viewing #Video #Streaming
Why are consumers cutting the cord? Three main reasons are:
With our consulting services, we will empower you with E2E integration for DVB-C + OTT hybrid solution and we will advise you on the latest features that will spice up your subscriber’s TV experience.
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