As the boundaries between linear TV, streaming, and digital video continue to blur, understanding how viewers consume video is more critical than ever. The MRI-Simmons Cord Evolution Study delivers a comprehensive view of how Americans engage with video—across platforms, devices, and subscription models—empowering media planners, content providers, and advertisers to make smarter decisions.
Key benefits of the Cord Evolution Study
- Understand how consumers adopt and use emerging TV and video technologies—from FAST channels and streaming apps to over-the-air and co-viewing behaviors.
- Develop smarter media strategies with deep insights into motivations and behaviors across the cord spectrum, including binge viewing and platform loyalty.
- Enhance your analysis with 60,000+ MRI-Simmons USA variables that link viewing habits to media exposure, cultural influences, and lifestyle traits.
- Activate high-potential viewer segments by identifying behaviors and mindsets, then targeting and aligning messaging with viewing and subscription drivers.
What the Study covers
- Ten predefined cord segments, from traditional cable subscribers to digital-first streamers, enabling accurate market sizing and trend tracking.
- Past, present, and future use of pay-TV services, including cable, satellite, and hybrid bundles.
- Viewer behavior across 180+ streaming services and 100+ FAST channels, including content preferences and platform loyalty.
- Exploration of antenna use and how consumers blend traditional and digital viewing methods.
- Integration with MRI-Simmons USA variables to connect viewing behaviors with lifestyle, attitudes, and brand affinities.
- Insights into binge-watching habits, co-viewing dynamics, and their influence on platform and content choices.
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What our clients are saying about the Cord Evolution Study
"The robust analytics and market research provided via the Cord Evolution study has enhanced our understanding of consumer behavior and played a pivotal role in shaping our strategic initiatives. We rely on this product as an indispensable tool to stay ahead in a dynamic market, enabling us to adapt swiftly to emerging trends and make well-informed decisions that contribute to the success of our business.”
