Thursday, October 08, 2015

10% of U.S. Broadband Households are “Cord Cutters”

Research Director presents new OTT and “Cord Cutter” research at Future of Television event, October 9

Parks Associates research finds 10% of U.S. broadband households are “cord cutters,” with one-fourth of them having canceled their pay-TV service in the past 12 months and instead using online video sources. In addition, 7% of U.S. broadband households are recent “cord shavers,” those who have downgraded their pay-TV service within the past 12 months and use online video sources. “Cord nevers,” consumers who have never subscribed to a pay-TV service but do use online video sources, represent 3% of broadband households.

“Although pay-TV adoption rates have held fairly steady over the past four years, the video industry is highly sensitive to these groups of consumers,” said Brett Sappington, Director of Research, Parks Associates. “Cord cutters, shavers, and nevers represent both the risk and opportunity facing the industry today. As viewing evolves, companies want to be sure that they are in a position to react to trends and adequately capture revenues. The massive influx of new OTT video services in 2015 is one example of video market players making moves to prepare for the new future of video entertainment.”

Sappington is a key speaker at Future of Television during the New York Media Festival in New York City. He will be addressing how key TV studio players are adapting their distribution and product strategies to keep their legacy businesses whole while exploiting new opportunities in the current OTT content space. The panel, "OTT Delivery: plus ça change, plus c'est la même chose," will be held on Friday, October 9, at 4:00 P.M. and includes speakers from PlutoTV, NBCUniversal, Pelmorex Media, PBS, and iTV Doctor.

What:       Brett Sappington, Director of Research, Parks Associates, at Future of Television

Date:       October 9, 2015

Time:       4:00-4:30 PM

Where:    The Museum of Jewish Heritage
                 36 Battery Place
                 New York, NY 10280

Twitter:    @ParksAssociates, @BrettsView

As a director of research at Parks Associates, Brett Sappington leads Parks Associates services research team, including access and entertainment services, digital media, OTT, cloud media, video gaming, and technical support services. Brett is an expert in worldwide television and broadband services. His personal research focuses on the activities and trends among operators and the market forces affecting their businesses. Brett is a regular speaker and moderator at international industry events.

Media interviews with Brett Sappington are available. To request a meeting or specific research data, contact Holly Sprague at hsprague@gmail.com or 720-987-6614.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media. http://www.parksassociates.com

Next: Only 3% of U.K. broadband households have cancelled one or more OTT video services within the past year
Previous: One-quarter of pay-TV subscribers made changes to their service over the past 12 months

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