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Humankind Co. undertook quantitative research into audience decisions about subscribing to cable and satellite TV.
The new research showed that the cord-cutting “tsunami” now includes 30% of Americans, but it’s actually increasing slowly. Although millennials are more likely to cord-cut than other age groups, there are significant percentages of cord-cutters up through age 49.
The phenomenon is driven by a desire to save money and increasing access to content through streaming services. The perceived inconvenience and the lack of access to all the content desired still has many people holding onto their cable/satellite subscription. The research found that people still want access to local broadcast TV content.