Opinions vary widely on whether cord cutting and cord shaving are legitimate trends. And at a panel during Streaming Media East yesterday, execs from MTV, NBA Digital and Roku threw out new stats on the subject. According to Tom Gorke from MTV Networks, digital video is not a substitute for television. Even in its audience of so-called millennials (those born after 1980), MTV has found that the vast majority – 97 percent - are still consuming huge amounts of TV. Bryan Perez from NBA Digital, however, sees audience behavior that is more generationally divided. For those NBA Digital customers who only subscribe to content over broadband, there’s a split between consumers who paid for linear NBA content and then switched to Internet, and those who never paid for linear NBA programming before signing up for a digital package. The average age for consumers in the former group is 40 years old. The average age for consumers in the latter group is 32.
Meanwhile, Jim Funk from Roku reiterated a point made by Anthony Wood two weeks ago. New Roku customers report cord cutting or cord shaving at a rate of 30 to 40 forty percent. But what Funk emphasized was less that consumers are getting rid of cable, and more that the market is just fragmenting. There is more choice, and that means consumers are finding what they need in a variety of different ways.
In short, new stats do little to clear up the cord-cutting debate. Are more people watching more video online? Yes. Is it replacing TV? Probably not. Will it all shift further in the next 12 to 24 months? Absolutely.