vMVPDs and the Rise of the Virtual Corder

Analyzing consumer cord behavior

The emergence of vMVPDs (Virtual Multichannel Video Programming Distributors) has given rise to the 'Virtual Corder', a young, diverse, and wealthy group of consumers. Currently representing 7% of total US adults, or 16.6 MM people, Virtual Corders are passionate about their content, and are quickly emerging as a target for media and brands alike.

In this report, we analyze the evolution of consumer cord behavior, including:

  • An overview of existing consumer cord groups
  • How different cord groups are evolving over time
  • Analysis of the Virtual Corder attitudes and behaviors