Recently DigitalSmiths, a Tivo-owned research company, released a study that looked at why people use over-the-top (OTT) services, such as Netflix, rather than a traditional pay TV provider. The reasons may spell doom for big cable companies, such as Comcast.
The #1 reason people ditched cable was, by far, “convenience.” Cord cutters said they liked the flexibility and convenience that OTT services, such as Netflix, gave them.
The second reason people like OTT is because OTT is “cheaper.” Now we often hear people say that it’s all about saving money, and that clearly is part—but not all—of it.
The third reason people chose OTT was the “ability to watch certain TV shows and whole seasons.” Cord cutters want the flexibility that comes with OTT. You can pick what you want to watch and when you want to watch it rather than watching whatever cable TV has programmed.
The fourth reason people cut the cord is for the “better selection,” which is and always will be in OTT’s favor. You can access so much more content OTT than when subscribing to pay TV providers.
The fifth reason people chose OTT over cable was because it was “easier to find what you’re looking for.” Want a specific movie or TV show? OTT is by far the best way to find that movie or show.
So why should this scare cable companies? It is the fact that cord cutting is about more than just cost. For many people cost is a big part of cord cutting, but it’s not even the main reason.
Even if cable TV would slash prices, many cord cutters would still not switch back to cable TV. The convenience, selection, flexibility, cost savings, and ease of finding content with cord cutting just means the whole model of traditional pay TV is doomed. It’s just a matter of time…
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