Unless You’re Under 25
A room full of TV execs heard what they wanted to hear Tuesday morning at the 2011 TV Summit; Cheryl Idell, EVP of Media Product Leadership at Nielsen, presented numbers that suggest the cord-cutting phenomenon is not for real, according to a story by Liz Shannon at gigaom.com.
According to Idell, over the last four years, the number of households signing up for cable or cable-like services have shown consistent growth. While, in Idell’s words, “the pie is getting larger,” any subscriber loss is due not to cord cutting but “cord swapping,” where consumers trade their cable subscriptions for satellite or telco options like AT&T’s U-verse. Meanwhile, the increase in broadband-only households from 2010 to 2011 has only grown from 3.6 percent to 4.4 percent of Americans with televisions.
That’s an average, though; when the numbers are broken down across different age demographics, Nielsen found that in households with people 25 years old or younger, 8.5 percent are cable-free, which is almost twice the national average.
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