Cord-cutters (those who have stopped subscribing to pay-TV) and cord-nevers (those who have never had it) have varying demographic profiles and demonstrate different streaming video preferences, according to new data from GfK. Indeed, the results show that while Netflix is popular with both, it’s particularly dominant with cord-cutters.
The majority of cord-cutters (57%) have used Netflix in the past year, compared with half who used YouTube and 37% who used Amazon. Cord-nevers, in contrast, prefer YouTube (46%) over Netflix (39%), with fewer using Amazon (25%). (These streaming services, by the way, have a big impact on Millennials’ decision to be cord-nevers in the first place.)
Cord-cutters’ preference for Netflix is clear also when looking at their favorite streaming-only shows: all 10 of their favorite shows are from Netflix, whereas cord-nevers’ top shows originate also from Amazon and Hulu.
Research indicates that original content is becoming a much more important factor for streaming video customers: this year, 32% of Netflix viewers and 31% of Amazon Video customers say that they watch original content most often on those services.
While there are almost as many cord-cutters (8% of the population) as cord-nevers (9%) in the US, cord-nevers are, on average, 9 years younger than cord-cutters (whose average age is 43). According to another GfK study, both groups have lower average incomes than the total population and the most common reason they cut the cord was to reduce costs (70%).
In other results from the report:
- While cord-nevers tend to be to be satisfied (60%) with their TV setup, more than 1 in 5 (22%) say they have plans to get traditional pay-TV service within 6 months;
- Although half of cord-cutters and 43% of cord-nevers define TV as what they can watch on a TV set, roughly one-third of both groups say that TV is anything they can view on any device (e.g. smartphones or tablets).
About the Data: This report comes from GfK MRI’s Cord Evolution research, which is based on 25,000 respondents in GfK MRI’s Survey of the American Consumer.