Recently, MRI-Simmons released the newest Cord Evolution Study, which tracks the interplay between linear TV and streaming services. One highlight of this new data is looking at who our Cord Cutters are and why they cut the cord.
Demographically, Cord Cutters are evenly split at 50% each for male and female. One-third are parents, the mean age of this group is 44 years, and their household income is slightly higher than average.
But WHY do they cut the cord? When asked what the most important reason was, 34% said they are watching via streaming services instead. The next largest group, at 26% of Cord Cutters, responded that their TV package was too expensive. Thirteen percent of Cord Cutters wanted to cut down on overall expenses, and 7% of the group said either “I subscribe to a streaming TV package instead” or “I don’t need TV service to watch the shows I want.”
MRI-Simmons’ Cord Evolution Study takes a deep dive into linear TV, video, OTT, and streaming, by asking consumers about their pay TV subscription status, awareness and usage of technology and service offerings, streaming viewership, and all their resulting behaviors that enables marketers and content providers a deep dive into the who, what, how, and why of today’s TV viewers. With this study, clients can understand the motivations and drivers for various cord behaviors, get a snapshot of the evolving TV viewing universe, or Identify usage and content streamed for over 180 streaming services and apps, across the targets of your choice or our 10 cord segments.