Cord Cutter & Cord Never

STUDY

2018

Our 2018 Cord Cutter & Cord Never Study builds on our two previous studies by providing a focused look at both US consumers who opted out of subscription- based Paid-TV service in the last two years (i.e., Cord Cutters) as well as US consumers who have never subscribed to paid-TV service (i.e., Cord Nevers). This installment, the first of three separate reports, focuses on the cable industry’s Biggest Losers as a result of cord cutting and cord nevering behavior.

In this study, we uncover the key reasons and frustrations that led Cord Cutters to terminate their paid-TV subscription and Cord Nevers to avoid this service altogether. Additionally, we also examine the types of services (paid and unpaid) that these consumers use to access content, the types of devices they use to consume it, and how much they typically spend on these services.

Study Focuses On:

  • Who is going to loose the most revenue?
  • What is the financial impact of Cord-Cutters?
  • What is our prediction for subscriber base loss for Comcast, ATT/DirecTV, Verizon, Cox & Cablevision?
  • What is the generational split of those considering cutting the cord in the last 12 Months?
  • Are there any regrets in cutting the cord?

Methodology

  • Online survey of 3,385 U.S. consumers
    • 1,030 Cord Cutters
    • 599 Cord Nevers
    • 1,756 Paid-TV Subscribers
  • Sample is representative of U.S. market

The Top 5 Frustrations Driving Cord Cutting:

  • Not getting competitive / reasonable rates / pricing
  • Having to pay for channels / content I don’t watch
  • Being nickeled and dimed with multiple fees and charges
  • I could no longer afford Paid-TV / it was too expensive
  • New customers getting better deals than existing ones

What is the Generational Split?

  • Out of the Paid-TV Subscribers, Who Considered Cutting the Cord in the Last 12 Months?

 

 


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