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It's Not Cord Cutting That's Driving Streaming Video's Growth

October 18, 2012
By Greg Franzese

It's been long assumed that cord cutters have embraced streaming media with open arms because they didn't want to pay pricey cable bills. But turns out they're a mere minority of online video viewers, according to a new study by TV Guide.

In fact, the findings of the report, announced at Ad Age's Social Engagement/Social TV conference, suggest the growth in online video is driven largely by people catching up on missed episodes. About three-quarters of respondents cited that as a reason for why they streamed content. In contrast, only 8 percent said they watched online video because they were cutting back on their pay TV services, and 10 percent said it was because they had cut the cord entirely.
 
"That's not to say everyone is cord cutting, or that cord cutting is the dominant factor, but it's a factor," said Christy Tanner, TV Guide's executive vice president and general manager.
 
Another interesting nugget from the study is that almost half (47 percent) of respondents said they "co-viewed" TV at home, watching content on a mobile device in the same room as someone watching on the television set. This could change the American household dynamic of siblings, roommates and partners fighting over the remote or purchasing new sets to rectify conflicting viewing preferences.
 
"What they're going to do is buy more [mobile] devices, all come back to the living room, and at least be together while they're watching," Tanner added.
Posted in Online Video News
Tags online video, streaming video, cord cutting
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