Skip to main content

Save or Share this Report

For CMO Professionals

Young TV Cord-Nevers Have Arrived And Are Here To Stay

Experiment On Them Now To Serve Them Later

October 6, 2015

Primary author headshot


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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Beware The Rise Of The Digital Cord-Never
  • CMOs Must Meet Digital Cord-Nevers On Their Own Terms

  • TV Programmers Will Use Content And Data To Win This Audience
  • Supplemental Material
  • Related Research Documents

Recommended Research