Cutters, Nevers, and the Re-bundling of Video

Description

SYNOPSIS:

While video "cutting the cord" or "shaving the cord" has been a hot trend for several years now, many consumers are having to "rebundle" various video services (including returning to traditional pay TV) and content sources together in order to meet their needs. In many cases, this "rebundling" is costing consumers more than when they were primarily relying on corded, linear video services.

This primary research examines consumer trends in unbundling their video services and the related recent phenomena of consumers needing to rebundle their service portfolio because of a fragmented video content marketplace. The research also details how the COVID-19 crisis has impacted how consumers are building their video services stack.

ANALYST INSIGHT:

"When they flee pay-TV, Cord-Cutters essentially unbundle a paid television service. But a new phenomenon is on the rise: rebundling. Video consumers now find that though they have access to more service options than ever before, no one provider satisfies all of their content needs." - Steve Nason, Research Director, Parks Associates.

Survey Methodology and Definitions

Survey Sample & Fielding
Parks Associates 2021 Respondent Quotas

Key Terms and Definitions

Cord-Cutters
Cord-Nevers

Entertainment Video Service Ecosystem

Executive Summary

Industry Insight
Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
Online Pay-TV Service: Cord-Cutters and Cord-Nevers
Traditional Pay-TV Service Cancellation Triggers
Monthly Service Cost Among Cord-Cutters

Understanding Cord-Cutters and Nevers

Penetration of Traditional Pay-TV vs. OTT Video Services
Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
Last Time Subscribed to Traditional Pay-TV Service
Online Pay-TV Service: Cord-Cutters and Cord-Nevers
OTT Service Subscription: Cord-Cutters vs. Cord-Nevers
Last Subscription to Traditional Pay-TV by Online Pay-TV Adoption
Cord-Cutters and Cord-Nevers: Age, Income, Tech Adoption
Attitudes Toward Technology and Lifestyle
Adoption of Video Products

Pay-TV Experience of Cord-Cutters

Traditional Pay-TV Service Cancellation Triggers
Previous Traditional Pay-TV Service Providers
Cord-Cutters: Monthly Cost of Previous Traditional Pay-TV Service
Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters
Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters

Rebundling of Video

Total Monthly Spending on OTT Services: Cord-Cutters vs. Cord-Nevers
Average Monthly Spending on OTT Services by Type
Monthly Video Service Cost Among Cord-Cutters
Monthly Service Cost: Traditional Pay-TV vs. OTT
OTT Service Use by Business Model
Number of OTT Service Subscriptions
Subscribers Cancelling Service as % of Subscriber Base: Cord-Cutters vs. Cord-Nevers
High Intention to Subscribe to Pay-TV Services: Cord-Cutters vs. Cord-Nevers

Appendix

Demographic Breakdown of Video Viewing Segments
Housing Breakdown of Video Viewer Segments
Defining Heads of Broadband Households