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)
Why are consumers cutting the cord? Three main reasons are:
- The high costs of cable packages;
- The channel selection with 200 channels is not impressive anymore.
- The convenience of the cordless offers is watching proffered shows at anytime, anywhere on any device.
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.
Meanwhile, you are waiting for the next blog post, contact Beenius representative and ask for a Demo presentation of Interactive TV Platform.