According to Convergence Consulting Group, the number of Americans who became former MVPD subscribers between 2008 and 2012 approaches 4M – and this year, it thinks another million will be added.
According to CCG, 3.74M Americans were cord-cutters as of the end of 2012, and it believes that number will grow to 4.7M by the end of 2013. These people rely on services like Netflix, off air on online sources for their television programming.
About 18% of Americans watched one or two programs per week on network-affiliated website in 2012 – but with the proliferation of viewing options, that actually represented a decrease from 19% in 2011. It is expected to slip once again down to 17% by the end of 2013.
Broadcasters are making money off online platforms – Convergence estimates 3.1% of total 2012 network advertising was attributable to online, and that number is expected to grow to 3.4% this year.
RBR-TVBR observation: The proliferation of cord-cutters is a strong argument for the retention of local broadcast television fully vested with its 6 MHz of spectrum. A television station offering several program streams becomes a valued asset for any citizen who is not relying on a pay service for their programming. It will keep them connected to America’s primary source for local news and emergency information, and that is squarely in the public interest.
