New Research Shows Cord Cutting Lower in Western Europe than the United States
Parks Associates today announced new research showing 16% of Spanish pay-TV households subscribed to pay TV for the first time last year, although the country’s broadband households still exhibit high incidences of cord shaving, cord cutting, and “cord nevers.” Connected Consumer in Europe reveals Spanish consumers are more likely than consumers in other Western European markets either to have never had pay TV or to have cancelled pay TV in favor of online video sources.
“First-time adoption of pay TV is up among Spanish broadband households as is the penetration of pay TV overall,” said Brett Sappington, Director, Research, Parks Associates. “The Spanish pay-TV market in general has a very active, cost-conscious base of subscribers, with higher-than-average rates of downgrades and upgrades and a substantial population of cord nevers.”
Spain actually exceeds the U.S. in percentage of cord cutters and broadband households that watch online video, but in the other surveyed countries—the U.K., France, and Germany—the incidence of cord cutting is far lower than in the U.S.
“The percentage of consumers in the U.K., Germany, and France cancelling pay-TV services and instead using online video is half the rate seen in the U.S. market,” Sappington said.
Connected Consumer in Europe surveys consumers in multiple Western European countries and provides a complete picture of European connected consumers, including their household demands, expectations, and purchase plans. Parks Associates analysts make direct comparisons to previous EU surveys to gauge the key trends and growth areas for these markets.
Visit www.parksassociates.com for more information. To schedule an interview with Brett Sappington, or to request specific European data, contact Holly Sprague at hsprague@gmail.com, 720.987.6614.
About Parks Associates Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. Parks Associates provides custom research, strategic consulting, and forward-looking analysis across connected home, small business, and commercial markets, including security, smart home, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies. Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com. Follow Parks Associates on LinkedIn, Facebook, and Instagram.
