The research company eMarketer of New York City recently predicted that the number of cord cutters
would reach more than 22 million by the end of 2017 and more than 40 million in 2021.
A 2015 Pew Research Center survey found that 24% of Americansdid not subscribe at all to cable TV, and 15% were "cord cutters
" who at one point had cable, but then opted for an internet connection as their pathway to video content.
Joe Rundle, head of trading at ETX Capital, said: "Today's weakness in its share price perhaps reflects how investors are wondering just how long its traditional pay-TV model can withstand the onslaught from the army of cord cutters
It is targeted at cord cutters
, a new generation of consumers dissatisfied with the current pay-TV offerings.
When we talk about how video is changing, we tend to focus on the viewer--how the experience today is different than it was even a few years ago; about cord cutters
, online and OTT vs.
However, content creators aiming to appeal to cord cutters
need to be aware of the challenges.
This will help advertisers count what Nielsen calls the "binge watchers," "cord cutters
," and "on-the-go multitaskers."
Moreover, they think they will appeal to cord cutters
as well as people who could never watch cable.
Dish also is combating a rising tide of so-called cord cutters
, who are abandoning paying for traditional television services in favor of cheaper streaming alternatives.
The media giants on Tuesday announced an all-stock merger aimed at competing in a business that's shifting as cord cutters
move to watching streamed programming.
should try (https://www.hulu.com/live-tv) Hulu Live TV.
Though they share one thing -- the lack of a traditional paid cable or satellite TV subscription -- "Cord Cutters
" and "Cord Nevers" in the U.S differ in a host of ways, including their tastes in streaming video platforms and shows.
Of course if these cord cutters
don't have a cable subscription, they can't watch OTA channels on their tablet or handset or even laptops, since the majority of free-to-air broadcasters--such as ABC, CW, Fox, or NBC in the U.S.--restrict their TV Everywhere viewing to cable subscribers.