Young Viewers Streaming More: Pivot Study
Cutting the cord is an increasingly attractive option among young viewers, who are streaming more and say they less loyal to their pay TV service, according to a new survey conducted for new TV network Pivot.
The 2014 survey found that young — 18-to-34-year-old--viewers with pay TV service are spending as much time watching traditional TV — 39% of their viewing—as they did in 2013. But the amount of time spent streaming up to 43% of their time from 37% last year.
More of those 18-to-34-year-olds who subscribe to pay TV and stream video — 35% -- say they are looking to leave pay TV for a broadband only lifestyle, up from 27% last year.
The actual number of young viewers who have cut the cord and use broadband only to access video was flat at 13%. But the number of these “independent broadbanders” who say they are happy streaming and do not plan to return to pay TV increased to 9% from 8% last year.
The survey was conducted for Pivot y research company MarketCast. MarketCast surveyed 2,515 adults 18 to 49 during April.
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.