Earlier today, I took part in a panel discussion during Cynopsis’ Future TV Summit in New York City during which I discussed four TV viewer profiles. The infographic (below) depicts these four types of TV viewers: Cord Lovers, Shavers, Nevers and Cutters. The majority remain paying subscribers to cable (Lovers and Shavers), but just over 1 in 10 do not have a subscription. Among these, the reasons for cutting the cord center around money – cable is just too expensive for some. Around half of Cutters & Nevers intend to subscribe again within 3 years, with 1 in 10 aiming to do so in the next 6 months, but this should be tempered by half saying they never again intend to subscribe. Thus some appear to be lost forever, a fact further amplified by the majority saying that they have discussed the benefits to cutting the cord to others. Thankfully this is not all bad news – Cutters and Nevers are less likely to identify as TV Influencers than Cord Lovers, who make up two-thirds of TV viewers. However, given that Shavers are close to Cutter levels, and we see similar trends in other data points from our Influencers study, this segment appears to be at risk and is most likely to create the next wave of Cord Cutters.
Want to learn more about Connecting with Cord Cutters? Join me for a complimentary webinar on November 5.