Cord-Nevers Decide Pay TV Works For Them

Apparently, some consumers who have never had a traditional cable, satellite or a telco package -- so-called “cord-nevers” -- are now thinking about buying one. They are moved by one major reason: channel surfing.

That’s a longtime TV behavior; it happened before Netflix, Google and the late-1990s launch of time-shifted tech.

This comes from GfK’s MRI-Simmons research, which shows 27% of those 18+ list channel surfing as a primary reason for getting a traditional pay TV service. Another 23% say they can get a “good deal,” and 21% say it is easier to find shows to watch.

MRI-Simmons says cord-nevers of this type amount to 8 million adults, where 70% could buy a traditional service and 30% a virtual pay TV service.

If all this sounds slightly counterintuitive to whatever modern media consumers feel about on-demand programming services, like Netflix, it's just a snapshot of a certain media consumers.



But it does address the bigger question of consumers working hard to find movies and TV shows appealing to their interests.

Maybe all the algorithms on Netflix, Amazon and-or Hulu aren't all they are cracked up to be. Perhaps those on-screen standard electronic program guides have staying value.

Modern program search and discovery do have benefits -- including OTT platforms that offer new programs based on historical viewing.

Platforms like Netflix’s run short promos, which pop up while scrolling through its program guide, can be a good consumer tool. Then add in the program segments on OTT content: drama, comedy, family, new arrivals, horror, thrillers and romance.

The plethora of different program OTT choices can be confusing to viewers. Are reruns of a specific show originally seen on ABC or USA Network now on Netflix, Hulu, Amazon or YouTube?

That can be a challenge. And brace yourself for perhaps harder program discovery from Disney+, WarnerMedia and NBCUniversal.

Should these three veteran companies find a way to work with each other -- at least in this program search regard? Cross-platform marketing for the benefit of all?

Younger TV cord-nevers might just be grateful.

1 comment about "Cord-Nevers Decide Pay TV Works For Them".
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  1. brian ring from ring digital llc, April 11, 2019 at 5:18 p.m.

    What a fantastic piece. #ChannelSurfing is the #FutureOfTV 

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