Among those likely to cut the cord in the next year, nearly half (44%) said in a survey that after doing so they would turn to streaming services like Netflix or Hulu.
The survey, from Manatt and Vorhaus Advisors also shows that he proliferation of high-quality original programming, ease of access on multiple devices and low friction sign-ups are all helping drive SVOD services further into the mainstream.
When asked their reasons for going without pay-TV service, “too expensive’ was the No 1 response with 47%, followed by “I don’t watch enough TV to make it worth it” (30%). However, rounding out the top five were: “I am satisfied with online streaming options on my TV,” (24%) “I have enough entertainment options on the internet” (23%) and I can watch the TV shows and movies I like on the internet” (21%).
The Manatt-Vorhaus research also delved into demographic variances. For example, when asked what their primary medium for entertainment is, 29% of 18-34 year olds cited smartphones, vs. 16% for all respondents. Next for the younger group was laptop/PC (21%), followed by TV (19%). For all respondents, TV still dominated (43%).
In addition, 67% of 18-34 year-olds said they watch online video daily compared to 50% for all respondents.
Manatt also found that the top online video services used were YouTube (67%) and Netflix (62%). Other top services were cited by less than half of respondents: Facebook (41%), Amazon Prime Video (39%), Hulu (36%) and Instagram (30%). Although 62% of online video users said their TV is connected to the internet, this group estimated just 36% of their viewing is on a connected TV, followed by computer (28%), smartphone (23%) and tablet (13%).
When asked their reasons for going without pay-TV service, “too expensive’ was the No 1 response with 47%, followed by “I don’t watch enough TV to make it worth it” (30%). However, rounding out the top five were: “I am satisfied with online streaming options on my TV,” (24%) “I have enough entertainment options on the internet” (23%) and I can watch the TV shows and movies I like on the internet” (21%).
The Manatt-Vorhaus research also delved into demographic variances. For example, when asked what their primary medium for entertainment is, 29% of 18-34 year olds cited smartphones, vs. 16% for all respondents. Next for the younger group was laptop/PC (21%), followed by TV (19%). For all respondents, TV still dominated (43%).
In addition, 67% of 18-34 year-olds said they watch online video daily compared to 50% for all respondents.
Manatt also found that the top online video services used were YouTube (67%) and Netflix (62%). Other top services were cited by less than half of respondents: Facebook (41%), Amazon Prime Video (39%), Hulu (36%) and Instagram (30%). Although 62% of online video users said their TV is connected to the internet, this group estimated just 36% of their viewing is on a connected TV, followed by computer (28%), smartphone (23%) and tablet (13%).
