Pay-TV Refugees 2014 – A Profile of Cord Cutters and Cord Nevers
In September 2014, TDG surveyed 500 adult broadband users that did not subscribe to a traditional home pay-TV service such as those offered by cable or satellite operators or telco-TV. Consumers that do not use a traditional home pay-TV service are for practical purposes separated into two groups: those that have a broadband connection and those that do not. Those that do use a home broadband service—what TDG calls ‘Pay-TV Refugees’—are the focus of this report.
Pay-TV Refugees are separated into two sub-segments: Cord Cutters and Cord Nevers. As profiled extensively in this report, these two segments exhibit widely varying demographic and video-viewing characteristics—to such a degree that any company targeting Pay-TV Refugees must develop two distinct packaging and pricing strategies.
This report has several objectives:
- To describe the consumers that are Pay-TV Refugees, both Cord Cutters and Cord Nevers.
- To estimate the size of the segments, and profile each group;
- To understand the motivations of those who choose to do without pay-TV;
- To comprehend video-centric consumer electronic use and assess video engagement across several such platforms; and
- To test the appeal of a few home TV/video packages among this segment.