Study Says Consumers Aren't Cord Cutting - They're Supplementing

Posted Thu Nov 10, 2011 at 09:45 AM PST by Dick Ward

While alternative content providers are doing quite well, they're not taking as much away from cable subscriptions as people like to think.

It's obvious to even the most casual observer that less traditional viewing methods are on the rise. Streaming to PCs, game systems and phones is becoming more common and there are plenty of workarounds for those that don't want to shell out cash for cable.

According to the NPD Group, over a quarter of cable subscribers subscribe to Netflix. A similar amount watch VOD content and nearly half of all cable subscribers also pay for a premium movie or sports channel. That's quite a bit of supplemented entertainment.

"There may be too much emphasis on so-called ‘cord cutters’ who represent a small group, as opposed to potential ‘cord throttlers,’ who are a massive segment of the subscribing population," says NPD analyst Russ Crupnick.

Source: Home Media Magazine

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Tags: Industry Trends, Streaming, Cord Cutting (all tags)