A new analysis from YouGov puts a spotlight on the percentage of U.S. consumers with a cable subscription who are likely to cancel their traditional TV service within the next six months. It also looks at likely cancellation based on the respondent’s age.
To little surprise, those between the ages of 18 and 24 are more likely than all adults to cut the cord. But, why? And does this signal a goodbye to “traditional TV” — including over-the -air channel consumption?
The study finds that 70% of U.S. consumers with a cable subscription are not expected to cancel their traditional TV service within the next six months.
But, YouGov spins that statistic around, and instead focuses on the 30% that will.
And, among those likely to cancel their cable subscription, 22% of these consumers are between the ages of 18-24 (vs. 18% of all U.S. adults).
Interpret that as you wish. But, the specter of cord-cutting remains rampant in the TV world.
YouGov explores the reasons why cord-cutting is happening.
Among its key findings:
- 37% of potential cord cutters say it is more cost-effective to cancel cable
- 27% say they don’t watch enough TV to justify the cost
Access to content not available on cable was another important reason for streaming (22%).
YouGov’s Hoang Nyguen took a close look at U.S. trends along with those for Great Britain. In the U.K., some 19% of British adults with a paid TV subscription are likely to cancel their traditional TV service within the next six months.
Interestingly, cord cutters are a tad older in Great Britain, with the group being made up predominately of those between the ages of 35 to 44 (28% vs. 20% of all British adults). Compared to the U.S., cord cutters in Great Britain are less likely to be young adults. There’s a good reason for that: most 18-24s do not currently have a paid TV subscription (61% vs. 51% of all British adults).
But, the YouGov report makes it clear that its definition of “traditional TV” is MVPD-delivered service, and cable offerings. There’s little if any discussion of over-the-air television content consumption.
