African-Americans Counter Cord-Cutting Trend: Horowitz Study

Bucking the current cord-cutting trend, African-Americans are increasing their cable subscriber numbers compared to last year, according to a Horowitz Associates survey.
Approximately 61% of African-Americans surveyed for Horowitz's "State of Cable and Broadband Services" report currently subscribe to cable, a slight increase over the 59% that reported cable subscriptions in 2009. African-American satellite subscriptions also increased to 23% in 2010 from 20% in 2009.
In comparison, both cable and satellite subscriptions fell for all other ethnic groups. The percentage of White cable subscribers dropped from 62% from 66% last year, while Hispanics dropped to 45% from 52% and Asians subs fell to 52% from 57%, according to the survey. Declines in satellite subscribers were similar among the three ethnic groups.

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.