TDG: 22% Of US Broadband Homes Do Not Use Legacy Pay-TV Services
The Percent Of ‘Cord Nils’ Is Up 156% Since 2011, 22% In The Last Year,
Suggesting The Value Of The Traditional Broadband/Pay-TV Bundle is Eroding At A Rapid Clip
In 2011, 9% of the 85 million US broadband households qualified as Cord Nils (literally, ‘zero’ use of TV services from cable, satellite, or telco-TV providers). At year-end 2016, the number of US broadband households topped 100 million, with 22% qualifying as Cord Nils. In other words, the number of broadband households living without Legacy Pay-TV has grown from just under eight million in 2011 to 22 million by year-end 2016.
“Wall Street and the media are myopically focused on the quarterly drip of Legacy Pay-TV subscribers, which unfortunately overlooks a larger and more dangerous trend,” notes Michael Greeson, TDG Co-Founder and Director of Research. “As TDG noted long ago, where broadband (and broadband video) goes, Legacy Pay-TV subscriptions will increasingly decline. This is indeed what has transpired.”
While this should not be ‘news’ to legacy operators, Greeson argues that the extent of the disruption has been largely overlooked. Consequently, the vast majority of MVPDs are being forced to rely on ARPU-killing ‘skinny’ TV services to save their dual-service relationships. Comcast is the one exception to this rule, as it invested early in IP-enabled set-top boxes and features; a strategy from which it has greatly benefited (and will continue to do so). Unfortunately for other US MVPDs, the stickiness of the Internet/TV bundle appears to be in decline, even before Broadband Pay-TV services gain serious footing.
To learn more about TDG’s new research on Cord Nils (covering both Cord Cutters and Cord Nevers), please contact email@example.com or call 469-287-8050.
About TDG Research
TDG provides actionable intelligence on the quantum shifts impacting consumer technology and media behavior. Since 2004, we’ve helped leading and emerging technology vendors, media companies, and service providers master the digital transformation and decipher how modern viewers access and engage video-whenever and wherever they may be. Learn more about how we can help improve your digital video strategies.