U.S. Cable Industry

COMPETITIVE VULNERABILITY

U.S. Cable Industry

2016 Cord Cutter & Cord Never Study

Our 2016 Cord Cutter & Cord Never Study builds on our 2014 Cord Cutter Study 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). The inclusion of Cord Nevers in this version is reflective of the growing trend, particularly among younger consumers, to opt for streaming services and avoid subscription-based paid-TV altogether.

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.

The Skinny


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.

Methodology

  • Online survey of 1,119 US consumer
  • 759 Cord Cutters (cut the cord in the last 2 years)
  • 360 Cord Nevers
  • Sample is representative of US market
  • Field dates: July 25 through August 1, 2016

The 2014 Cable Industry Competitive Vulnerability Study examines the Top 5 cable companies in the US based on a survey of 3,038 existing and former customers.

The Study measures the frustrations of existing customers of the Top 5 US cable providers and quantifies the projected impact of their vulnerabilities on anticipated customer switching and cord cutting behavior over the next 12 months.

Cable Companies Profiled

Overview of Key Findings

Based on the results of the Brand Vulnerability Study, the top 5 US cable providers are projected to lose a combined $6.9 billion in revenues over the next 12 months if existing customer frustrations are not addressed. Of the top 5 US cable providers, Comcast & Time Warner have both the highest levels of brand vulnerability and the most revenues at risk over the next 12 months.

%
The top 5 U.S. cable providers are projected to lose a combined $6.9 billion in revenues over the next 12 months.

Revealing Statistics

73%

of current customers feel their cable provider engages in predatory practices and takes advantage of consumers lack of choice

72%

of current customers worry that the larger cable companies become, the worse off consumers are

53%

of current customers would leave their current cable provider if they had a choice

Competitive Vulnerability

The levels of Brand Vulnerability and customer frustration in the cable industry are significantly higher than other categories/industries. The US Cable Industry’s Competitive Vulnerability is a full 50-70% higher than other industries we’ve examined, like Retail Banking, where customer frustration levels are known to be high.

For more detailed information, request a copy of the full report.

“I can get most of my shows online. Paying for TV has never been worth it.”

– Cord Never

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