Consumers who really have stopped buying multi-channel video and watch online video instead are young and light TV viewers, a new analysis by Nielsen suggests.
Young, emerging households, younger college graduates and lower to middle income consumers who may not be fully convinced of the need to pay for digital cable represent the core group abandoning their multi-channel video subscriptions and substituting online video.
Nielsen data shows that these individuals are typically light TV viewers who watch 40 percent less TV per day than the national average. And while they stream about twice the average amount of video, they still only stream about 10 minutes per day, hardly an indication of a monumental shift to online-only viewing, Nielsen says.
The number of people per month viewing online video increased six percent year-over-year, the study shows.
Online video streaming still only accounts for less than 2.5 percent of total video consumption across all demographics.
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Thursday, June 17, 2010
Not Much Actual Video Cord Cutting Going On, Nielsen Says
Labels:
cord cutters,
video
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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