10% of U.S. Broadband Households are “Cord Cutters”

Thursday, October 08, 2015

Research Director presents new OTT and “Cord Cutter” research at Future of Television event, October 9

Parks Associates research finds 10% of U.S. broadband households are “cord cutters,” with one-fourth of them having canceled their pay-TV service in the past 12 months and instead using online video sources. In addition, 7% of U.S. broadband households are recent “cord shavers,” those who have downgraded their pay-TV service within the past 12 months and use online video sources. “Cord nevers,” consumers who have never subscribed to a pay-TV service but do use online video sources, represent 3% of broadband households.

“Although pay-TV adoption rates have held fairly steady over the past four years, the video industry is highly sensitive to these groups of consumers,” said Brett Sappington, Director of Research, Parks Associates. “Cord cutters, shavers, and nevers represent both the risk and opportunity facing the industry today. As viewing evolves, companies want to be sure that they are in a position to react to trends and adequately capture revenues. The massive influx of new OTT video services in 2015 is one example of video market players making moves to prepare for the new future of video entertainment.”

Sappington is a key speaker at Future of Television during the New York Media Festival in New York City. He will be addressing how key TV studio players are adapting their distribution and product strategies to keep their legacy businesses whole while exploiting new opportunities in the current OTT content space. The panel, "OTT Delivery: plus ça change, plus c'est la même chose," will be held on Friday, October 9, at 4:00 P.M. and includes speakers from PlutoTV, NBCUniversal, Pelmorex Media, PBS, and iTV Doctor.

What: Brett Sappington, Director of Research, Parks Associates, at Future of Television

Date: October 9, 2015

Time: 4:00-4:30 PM

Where: The Museum of Jewish Heritage
36 Battery Place
New York, NY 10280

Twitter: @ParksAssociates, @BrettsView

As a director of research at Parks Associates, Brett Sappington leads Parks Associates services research team, including access and entertainment services, digital media, OTT, cloud media, video gaming, and technical support services. Brett is an expert in worldwide television and broadband services. His personal research focuses on the activities and trends among operators and the market forces affecting their businesses. Brett is a regular speaker and moderator at international industry events.

Media interviews with Brett Sappington are available. To request a meeting or specific research data, contact Holly Sprague at [email protected] or 720-987-6614.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com

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