7 Resources to Understanding Cord-Cutters
In 2018, about 33 million cable subscribers canceled their cable subscription. And, according to a survey by emarketers, that number will rise to 50 million people by 2021. Wow! Cord-cutting is growing faster than anyone imagined.
There’s no cause for concern, though. Once you take the time to understand cord-cutters, how and where they consume media, and what they’re looking for in their entertainment and information experiences, you can craft a campaign to reach people in meaningful ways.
The answers might not be simple. But if you commit to continued research, delving deeper into the cord-cutter mindset, you’ll be able to find the answers that work for your organization with the ultimate goal of locating your audience. We’ve provided some of our favorite resources below.
Find your cord-cutter
We know there’s a mass of viewers today who are not watching cable TV. So where are they tuning in?
Netflix still holds the lion’s share of streaming viewers, according to a recent report from Parks Associates. This leading streaming service is followed by Amazon Prime and then Hulu, which self-reported 20 million subscribers in May 2018.
Many households are taking a step back to watch over-the-air broadcast television for local news and niche programming. Market research firm Nielsen reported that 14 percent of all homes are watching broadcast TV with an antenna, up four percent from 2010.
Broadcast and public access TV may be a viable option for many faith-based and not-for-profit organizations, especially for those who already have programming on these channels.
Embrace the technology that helps people cut the cord
It’s important to understand the opportunities that different types of new media can offer as you take steps to reach viewers where they are – whether that’s in a local coffee house watching on a mobile device, in their office, or in a room within their home.
Give viewers an opportunity to interact with you on Twitter or share their own photos and experiences on Instagram. Streaming is a form of social media, which means the conversation can go both ways.
Turn to new media specialists to help you differentiate your live-streaming and internet-based programming from your older content that aired on cable TV. The internet brings exciting and entirely new ways to reach your audience.
Should You Be Concerned About Cord-Cutting?
When you think about the possibilities for dynamic, engaging programming, it’s not surprising that so much of the population is considering cutting the cord.
Yes, the cord-cutting statistics are shocking – especially for organization leaders who grew up in the age of cable TV with hundreds of channels at our fingertips.
Van Mylar, VP of Client Strategy and Revenue Growth at Vision40 Media says, “Rather than worry about cord-cutters, take the necessary steps to reach your audience in relevant ways.”
We’ve compiled an extensive research and resource list we use to keep up-to-date with cord cutting and cutters. We’ve provided our top 7 picks to gain greater insight into the cord-cutter mindset:
Cord Cutting (www.cordcutting.com)
Discover where cord-cutters consume their media, including the best deals in streaming solutions and free over-the-air TV.
Cord Cutters News (www.cordcuttersnews.com)
Find the top free channels, breaking news and information about streaming and cord-cutting options, and the best deals to discern where cord-cutters are most likely to tune in.
Cut Cable Today (www.cutcabletoday.com)
This website shows cord-cutters how to enjoy all their favorite shows, even after they cut the cord. It also provides tips for managing streaming TV options and fully embracing the cord-cutters’ lifestyle.
Reddit (- /r/cordcutting and /r/cordcutters)
Reach cord-cutters in their own Reddit community for insider tips and secrets to saving money with streaming.
Cordkillers (www.cordkillers.com)
Join hosts Tom Merritt and Brian Brushwood as they share the hurdles and innovations exclusive to the cord-cutting space. Hardware reviews, critiques, and cord-cutting news help listeners find the content they want – when, where, and how they want it.
Stream Buzz (www.streambuzz.net)
Stream Buzz helps viewers simplify their streaming experiences. Emphasis is on local channels for those who want the most relevant cord-cutter news plus reviews and the best deals nationwide.
How to Watch (www.howtowatch.com)
Boasting “everything you need to watch the TV you love,” How to Watch offers watch guides for shows, sports, movies, and more; reviews of the top live TV platform; and tips to help you embrace cord-cutting.
Dive into these resources to understand cord-cutting technology and the markets that are available to capture and engage cord-cutters with your message.
