We all know people are cutting cords and watching TV in different ways, right? BVOD, SVOD, catch-up and other bits of jargon represent the new face of TV. But who are the cord cutters? What’s their age profile? Do they all behave the same?
Earlier this year we conducted some research on cordless audiences to answer these questions and more, with a particular focus on under 50s. We gathered a lot of data, but here are the key things we reckon you need to know:
There are four types of cordless audiences:
- The Cord Nevers
- They don’t or rarely watch TV and mostly watch BVOD services including 10 Play and iView, or SVOD services like Netflix, 10 All Access and Stan.
- The Cord Cutters
- They are watching less TV because spending a lot of time tuning into BVOD and SVOD.
- The Cord Shavers
- They mainly watch TV but are starting to like BVOD and SVOD.
- The Cord Forevers
- They are dedicated fans of TV and don’t think that will change.
Age is not issue, that is, all four cordless audience groups are found among under 50s.
All four groups think they are spoilt for choice when it comes to entertainment options. But – we’re pleased to say – they all rank watching TV as their first or second favourite form of entertainment.
All four groups like the big reality TV shows. And they are more attached to those shows than the ones they see on Netflix or Stan.
Wanna know more about the cordless audiences? Stay tuned we have much more to say!
