Young TV Cord-Nevers Have Arrived And Are Here To Stay
Experiment On Them Now To Serve Them Later
October 6, 2015
Why Read This Report
TV is as beloved as ever, even as today's TV distribution model faces a gradually increasing threat. In particular, 2015 marks the year that digital cord-nevers — the generation of viewers who never bother to acquire the pay-TV habit — have eclipsed cord cutters in size. Cord-nevers act like cord cutters in their online viewing and represent the next stage of evolution in TV viewing. By 2025, 50% of all TV viewers under age 32 will not pay for TV as we understand it today. CMOs must experiment on cord-nevers and cord cutters now to learn how to serve them later.
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Table of Contents
- Beware The Rise Of The Digital Cord-Never
- CMOs Must Meet Digital Cord-Nevers On Their Own Terms
WHAT IT MEANS
- TV Programmers Will Use Content And Data To Win This Audience
- Supplemental Material
- Related Research Documents