Trends Report

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

Experiment On Them Now To Serve Them Later

October 6th, 2015
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig


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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