Consumers shifting their attention to OTT digital video platforms in place of pay TV options—known as cord-cutters—is a key reason for anemic growth in TV ad spending.
Fewer Americans are reporting a cutback in small-ticket purchases compared to a year ago.
No more than one in 10 Nordics had either terminated or cut back their cable or satellite TV package in the past year in favor of online services.
The percentage of pay TV subscribers who were likely to cancel their cable services had held steady between 2011 and 2014.
While fewer than one in 10 millennials identified themselves as cord-cutters or “cord-nevers,” about three in 10 said they had reduced pay service within the six months before being queried.
The proliferation of digital video has raised the specter of large-scale cord-cutting by Millennials.
Some 18.1% of US households with Netflix or Hulu accounts were cord-cutters last year, a rate almost three times the 6.5% national average.
Pay-TV households who stream TV series are actually less likely to cancel their pay-TV subscriptions than those who don’t stream.
Centris indicates that 8% of US households reported having eliminated their pay-TV subscriptions in Q3 2013, double the percentage from the Q1 survey (4%).
More than half of adult broadband users with an internet connected TV say that their viewing of online video sources has increased relative to last year.