Vast majority are 'open' to cutting the cord

DetailsMichelle Clancy | 07 May 2015

A full 90% of consumers are open to cutting the cord and cancelling cable and pay-TV subscriptions in favour of over-the-top (OTT) services such as HBO Now and Hulu, research from Limelight Networks has revealed.

According to the CDN specialist's study, even though OTT service offerings are in their early stages, consumers are beginning to move in that direction choosing to get the content they want directly from the content owner over the Internet rather than from a pay-TV service provider.

Flexibility of watching on-demand and cost are two main drivers of this shift.

"Our findings show that consumers are increasingly moving away from the traditional television experience towards online viewing," said Jason Thibeault, senior director at Limelight and author of the report. "With millennials leading this change, consumers are driven by the flexibility of being able to watch what they want, where they want, and on whatever device they choose."

On average, millennials view four to seven hours of online video a week, nearly twice that of all other age groups surveyed. Despite the popularity of mobile devices and smartphones, today personal computers are the top choice for consuming online video across all age groups. However, younger viewers are 10% more likely to watch on a smartphone than any other age group.