Commentary

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.

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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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