Cable Tech

New Study Spotlights 'Cord-Cheating'

RESEARCH TRIANGLE PARK, N.C. -- On the heels of many Pay-TV providers and other video services’ recent quarterly reports further proving cord-cutting and cord-thinning is happening, Digitalsmiths’ Q2 Video Trends Report reveals an equally important trend probably not covered called “cord-cheating.”

This cord-cheating phenomenon refers to the growing trend by consumers to seek on-demand content from third-party video services and OTT services, as an alternative to their Pay-TV provider’s on-demand offerings. These third-party video services include Netflix, Redbox Kiosk, Hulu and more. Digitalsmiths feels this is an enormous threat, and one that speaks to the need for consumer-facing improvements.

The results prove the competition facing Pay-TV providers is coming from all angles now. Of survey respondents:

  • 68% of smartphone and tablet owners have not downloaded their Pay-TV provider’s app.
  • 35% have a subscription to a OTT service
  • 22.1% regularly use a third-party pay-per-rental service
  • 73.8% never purchase from their Pay-TV provider’s VOD catalog

    Digitalsmiths Corp.

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