Acumen Insights

TV Everywhere for Cord-Cutters

In 2014 8.2 percent of former television subscribers abandoned paid TV subscriptions, a 1.3 percentage point increase year-over-year. A study from Altman Vilandrie & Co and Epix reported by Motley Fool found cable providers could convince some cord-cutters to come back to paid TV if those consumers only knew that they could watch TV programming whenever, on whichever devices they wanted, known as TV Everywhere.

According to study data, 54 percent of young people ages 18 to 24 who don’t have a cable subscription were more likely to sign up if there was a TV Everywhere option, and 47 percent of people age 25 to 34 were more likely to sign up when TV Everywhere was offered. Furthermore, the survey found when young people age 18 to 24 knew they could watch their paid TV from their smartphones and tablets they were 23 percent less likely to cut the cord or switch providers. Yet the problem for providers seems to be one of ignorance; about two-thirds of all consumers are unaware of television providers’ TV Everywhere options.