A Credit Suisse analyst this week projected that the multi-channel TV universe will fall by 200-thousand subscribers in 2012. They had previously forecast a GAIN of 250-thousand subs. The report said "the real challenge to the pay TV business model are behaviorally-driven cord-nevers.". Who are these phantoms? They are young. They are growing up watching online video. When asked to PAY for TV - the answer is often "WTF"!
Separately, comScore reported this week that online video watching hit a record 43 BILLION views in October. The average viewer consumed over 21 hours of video.
We've heard plenty of talk about "cord-cutting," which really means "cable TV cutting" because everyone still needs a broadband connection. But who's doing it?
I'd put the "cord-cutters" in three buckets:
Cord-cutters - These are the REAL "cutters", they have had a cable box in their home for years and now have had it. Or they've found better alternatives. This number is still small. MSO execs have rightly diminished the impact this group has on their bottom lines!
Cord-shavers - This group is downgrading service. They are canceling premium channels or getting a more basic service plan. It's been hard to find any publicly available numbers on this category.
Cord-nevers - This is the most troubling group for the traditional operators. They are graduating college, leaving the nest and have become comfortable finding their viewing choices online. They don't recognize networks - they know "shows." They like on-demand viewing. They like skipping commercials, too!
If you have a better name for this group than "cord-nevers" - please speak up! "cord-zeros"? "cord-less"? "cord-wtf"?
The Credit Suisse report also states that "other than content rights protection and content cost growth, we view the generational culture shift surrounding video consumption as the biggest challenge pay TV will face over the next ten years."