Yet Another Study Showing Male, Young Viewers Ready to Cut Cords

The latest installment in the ongoing glut of research studies about online viewing preferences finds that nearly two-thirds of viewers would cancel cable if a broadband service such as Aereo, Nimble TV or SkitterTV allowed them to watch broadcast TV shows, including sports. In its just-issued "Online Video: Look Who's Watching Now," Adroit Digital, a media buying agency specializing in programmatic buying, said that men are considerably more likely than women to cut the cord (67% vs. 57%). Even more dramatically, 66% of viewers ages 18 to 24 years old are ready to drop cable, compared to 51% of viewers aged 45 or older. 

While this new study continues the research food-fight about whether viewers can live without TV, it adds impressive data about the growth of online media consumption - especially broadband video and its impact on advertising. of says that 67% of males and 57% of womentaissued its "Online Video: Look Who," a combination of advanced audience technology and knowledgeable industry experts

Gary Arlen

Contributor Gary Arlen is known for his insights into the convergence of media, telecom, content and technology. Gary was founder/editor/publisher of Interactivity Report, TeleServices Report and other influential newsletters; he was the longtime “curmudgeon” columnist for Multichannel News as well as a regular contributor to AdMap, Washington Technology and Telecommunications Reports. He writes regularly about trends and media/marketing for the Consumer Technology Association's i3 magazine plus several blogs. Gary has taught media-focused courses on the adjunct faculties at George Mason University and American University and has guest-lectured at MIT, Harvard, UCLA, University of Southern California and Northwestern University and at countless media, marketing and technology industry events. As President of Arlen Communications LLC, he has provided analyses about the development of applications and services for entertainment, marketing and e-commerce.