What if the common belief that the losses in traditional pay TV subscribers are due to mainstream video streaming services is wrong? Or, that belief is an oversimplification of a complex problem?
US research firm eMarketer has reduced its estimate for US TV ad spending due to faster-than-expected growth in cord-cutting.
WATCH VIDEO. Hulu, not Netflix, appears to be driving the recent increase in cord-cutting, according to Corey Barrett, a senior media analyst at M Science, talking to CNBC News.
Expensive cable subscriptions remain the main reason why US customers are deciding to cut the cord, but OTT services, DTT and binge watching are becoming more important.
WATCH VIDEO. Netflix CEO Reed Hastings sees Amazon as an “awfully scary” competitor, though he stopped short of saying it was Netflix’s biggest threat, he said on on CNBC’s Squawk Alley earlier this week.
“We all have a problem”, Lutz Schüler, CEO of German cable operator Unitymedia, said in the opening discussion of the ANGA COM 2017 congress in Cologne: “We live from the inertia of the German customers.”
60% of Dutch viewers will consider cutting the cord if the three main public NPO channels are available OTT, according to research from Telecompaper.
New cord-cutter consumer research from Parks Associates shows the percentage of US broadband households that use only antennas to receive TV has steadily increased since 2013 to reach 15%.
On November 28 AT&T will unveil details of its new OTT service DirecTV Now, which will offer 100 channels at a starting price of $35 a month.
As consumers find themselves with a wider variety of OTT content options, price is becoming less of a factor in the decision to cut the cord with pay TV providers while content availability increasingly drives decision-making.