Cord cutting has long been seen as a men-only group, but that has never been true. Women have always made up a large part of cord cutting, and now they are a growing part of cord cutting.
This argument that men are the only ones becoming cord cutters has been one of the many ways cable TV tries to discredit cord cutting. They push the idea that even if there is cord cutting, they are not the type of audience advertisers want to reach.
Now we have a new study that officially puts any claim of cord cutting being a male-dominated trend to rest. This week Jacobs Media Strategies released a survey showing a 50/50 split in cord cutting between men and women.
This 50/50 split is something Cord Cutters News has also see on our site. Recently new members to our social media have been more of a 50/50 split of women and men, and maybe even slightly more women than men. Recently even Sling TV hinted that their subscribers are no longer just men during a Twitter Q&A.
The growth of women in cord cutting is good news for ad-supported streaming services, because ad buyers are more willing to pay when women see the ads. It turns out there is a lot of truth in what my old marketing professor taught. Women really do buy more men’s underwear than men do.
Women are typically more likely to be in charge of buying decisions in a household—both small and large. This makes services with women viewers more likely to attract ad buyers helping them to become profitable.
The results of this survey also helps put an end to the idea that cord cutting at some point will level off or maybe start to decline. As cord cutting is seen as something that attracts all age groups and genders, the potential growth will skyrocket.
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