Streaming/Cord-Cutting

Streaming has surpassed traditional TV viewing as the primary way that Americans want to consume video content.  Unsurprisingly, age is a clear driver of the trend; with younger consumers quickly moving away from linear TV viewing.  There are many streaming providers to choose from and content is key! When asked if streaming providers offered an ad-supported option at a lower price point, over a third said it would depend on the content being provided.

Beyond streamers skewing younger, they are more likely to be innovative and creative.   They also tend to be more emotional, and temperamental. Traits like these can lead to more impulsive decision-making, possibly unsubscribing to a streaming provider if dissatisfied. In addition, these more anxious traits also mean they would likely turn to TV and movies as an escapism from the stress and concerns of life – potentially making them power users of streaming platforms and content.

Over half of paying TV viewers have now cut the cord and these individuals align well with the shifting demographics in America. They are young, diverse, and technologically savvy.