In The News

Research: 56m US households are cord-cutters

February 05, 2025

Video Service Consumer Insights Dashboard

Advanced Television

Parks Associates’ latest research from its Video Services Consumer Insights Dashboard reports that 56 million (46 per cent) of US internet households are cord cutters, which highlights 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 monetise 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 per cent of subscriptions across the eight leading SVoD services are basic tier with ads subscriptions:

Max
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 added. “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 Advanced Television article, "Research: 56m US households are cord-cutters"

Previously In The News

U.S. Streaming Rides Into 2026 on Wave of Uncertainty, Says Parks Associates

The state of streaming is strong — but consumer sentiment is iffy, and new models are being deployed to fight off churn. Such is the video business described by research company Parks Associate...

Connectivity Becomes a Must-Have for Today’s Renters

Over a third of renters, 41%, expect their internet service to be activated at move-in, according to a new white paper from Parks Associates. “Achieving Turnkey Connectivity: Elevating the Tota...

4 ways to rethink home for a new generation

Today, the average U.S. household with internet has about 17 connected devices. Nearly half of households (45%) own at least one smart home device, according to Parks Associates. From the article,...

Samsung Raises Foldable Ante With Galaxy Z TriFold

A tri-fold smartphone is an overall better two-in-one device than a bi-fold, explained Kristen Hanich, director of research at Parks Associates, a market research and consulting company specializing i...

‹
1
2
3
4
5
6
7
8
9
10
...
758
759
›