Track the interplay of linear and streaming

MRI-Simmons' Cord Evolution Study asks consumers about their pay TV subscription status, awareness and usage of technology and service offerings, streaming viewership, and all their related behaviors.

Released three times a year, the study demonstrates the evolution of TV viewing trends over time, and looks at the entire spectrum of viewing behavior across 10 unique segments.

Features & Capabilities

  • In-depth view of the video landscape tied back to brand and psychographic data for media planning
  • Insight into not only what and how they are watching, but also the whys behind their viewing and subscription choices
  • Details on past, present, and future use of pay TV subscription services
  • Ten segments on the TV “cord spectrum,” and the ability to assess ongoing and accurate market sizing for each

Key Benefits

Understand the motivations and drivers to cord behavior, allowing you to profile TV viewing segments across thousands of consumer variables.
Get an immediate snapshot of the TV viewing universe, its drivers, and how it is evolving with new digital and streaming offerings.
Identify usage and content streamed for over 180 streaming services and apps, across the targets of your choice or our 10 cord segments.
Understand how binge viewing plays a role in the shift from live viewing to streaming preferences.

What our clients are saying


"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.”

Colleen Mendez, VP, Research & Insights, Fremantle


Want to learn more?

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