Within 10 years, less than 50% of adults under 32 years old will have a cable or satellite TV subscription.
The majority of these “uncabled” consumers will not be giving up a service; they never had one. They will have always relied on a variety of digital sources—from Amazon Prime to Netflix to Redbox—for video entertainment.
The trend away from cable is already in motion. This year‚ almost a quarter of Americans do not have subscriptions. Younger consumers are more likely than older ones to go without cable. It is equally common among men and women.
Consumers choose to be uncabled for a variety of reasons. Top drivers—in order of priority—are convenience‚ the ability to watch TV shows on demand‚ and cost. A broader selection of content and the option to watch on mobile devices also play a role.
Those who have never had a cable subscription watch an average of 8 hours of streaming video per week. Cable cutters watch over 10 hours‚ while people who still subscribe clock in at 5 hours. Viewing time is likely to increase as the variety of content offered by streaming services continues to grow.
What are the implications for your business?
- What groundwork should you do now to be prepared for the uncabling trend?
- How can you best reach uncabled consumers with your marketing messages?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results‚ strategic plans that deliver growth‚ or new products that consumers love‚ contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Digitalsmiths 2015‚ Forrester 2015