Providing market intelligence for more than 35 years

In The News

Parks Associates: 46% of US internet households are Cord Cutters; 12% Cord Nevers

Parks Associates’ latest research from its Video Services Consumer Insights Dashboard reports 56 million (46%) US internet households are Cord Cutters, which illustrates the dominance of streaming video services.

“Cord Nevers represent a unique opportunity for streaming providers,” said Jennifer Kent, Vice President, Research, Parks Associates. “By definition, this segment of the market has not paid for traditional pay TV, but streaming services have found a way to monetize a segment that has not previously valued subscription video or has grown up in a streaming-first market, with different conceptions of what subscription video should be.”

For leading streaming services, many consumers prefer the basic tier with ads over the more expensive premium tier with no ads. Parks Associates’ research shows, as of Q3 2024, 59% of subscriptions across the eight leading SVOD services are basic tier with ads subscriptions:

  • MAX (formerly HBO) 
  • Netflix 
  • Disney+ 
  • Discovery+ 
  • Paramount+ 
  • Prime Video 
  • Hulu 
  • Peacock  

“Consumers are worn down from continued spending increases in streaming, while years of high inflation are driving consumers to pare down accordingly,” Kent said. “This only intensifies the competition among streaming vendors and will fuel more growth of subscription tiers with ads and free ad-based services.”

From the article, "Parks Associates: 46% of US internet households are Cord Cutters; 12% Cord Nevers" by Julian Clover

Previously In The News

Amazon to stop selling Apple TV and Google's Chromecast on its marketplace

According to an August report by research firm Parks Associates, 86% of all media-streaming products sold to US households with broadband in 2014 consisted of Amazon, Apple, Google and Roku's devices...

Cord Cheating: Piracy Spreads From Netflix To Pay TV

A report by Parks Associates says that among the 57% of U.S. households with OTT services (Netflix, Hulu, Amazon (NASDAQ:AMZN), HBO Go), 11% use shared-accounts. Parks estimates that OTT video streame...

Report: 4K TV sales to spike by 2019

New research from Parks Associates states that more than 330 million 4K UHD TVs will be sold globally by the end of 2019, an increase from two million in 2013. The report, Connected CE: Trends and...

45% of Western European broadband homes have smart TVs

45% of European broadband households own a smart TV, according to new research from Parks Associates. According to the study, the highest percentage of households is in Germany, where over 50% of b...