Households that previously subscribed to pay-TV but no longer do so (cord-cutters) spend 2.5 hours per day watching over-the-top (OTT) content such as Netflix and Hulu, reports comScore after analyzing the behaviors of such homes during the month of March. The firm notes that the 79-hour monthly average is well above that of the average OTT viewing home (49 hours per month), but is just a fraction of the 225 hours of linear TV watched by the average home.
That brings to mind other data from comScore in which it revealed that dual-service households (pay-TV and OTT) spend far more time with live TV than with OTT content.
The findings suggest that cord-cutters watch more OTT than the typical OTT viewing home (including those with OTT and a pay-TV subscription), this group has a smaller overall “appetite” for TV content, which could be a reason for cutting the cord in the first place. (Although it’s likely that it’s a value proposition that takes into account cost.)
The results are supported by separate research from Ericsson in which survey respondents who paid for managed TV self-reported spending more time each week watching video than those who had cut the cord or had never subscribed.
Research has shown time and time again that price is the main reason for cutting the cord. So perhaps it makes sense that cord-cutting homes are more likely to be in lower- to middle-income households, where price might conceivably (though not definitely) be a larger concern.
About the Data: comScore notes that its data was “based on measuring March 2017 behavioral OTT viewing data for the approximately 870 cord-cutting homes in our 12,500+ household panel. This data was then weighted and projected to represent the proportion of Wi-Fi homes in the U.S. who have cut the cord. We also analyzed data from more than 4,700 homes who watch OTT content and also subscribe to pay-TV.”
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