Portrait of a cord cutter: study
A new MTM report shows that anglophones, visible minorities and those living in large cities are more likely to be interested in ending their pay-TV subscriptions.
New data from Media Technology Monitor’s fall 2013 survey offers a detailed profile of potential cord cutters. About 85% of Canadians 18 and over subscribe to paid TV services and about 16% of subscribers say they’re either somewhat or very interested in dropping their paid TV subscription.
Canadians who identify as visible minorities are more likely to be interested in dropping their service, with 23% of TV subscribers in that demographic saying they are interested in cutting the cord. Anglophones are twice as likely to say so as francophones (that discrepancy could come from francophones watching more TV than Anglophones on average).
Also, Canadians living in large cities are more likely to be interested, with 26% of Vancouverites and 24% of Torontonians saying they’re considering cutting the cord. For comparison, only 11% of Canadians living in communities with populations of less than 10,000 said they were interested.
Those who watch online TV and own devices with internet video capabilities are more likely to be interested, with 24% of Apple TV owners interested in cutting the cord, for example. The report shows that Canadians considering cutting the cord watch more online TV (2.2 hours per week compared to 1.9 on average) but less on a traditional set (12.4 hours per week compared to 13.8 on average).
Of Canadians who say they’re interested in cutting the cord, 47% cite cost as the main factor, by far the most common response. The report shows that satisfaction with TV services in general has remained high, with 90% of paid TV subscribers saying they were somewhat or very satisfied with their service in 2013, almost constant since 2006. Rogers customers are the least likely to say they are very satisfied, while Videotron subscribers are the most likely to say they are very satisfied.
Data courtesy of Media Technology Monitor. Results based on the total sample of 8,024 Canadians are accurate within plus or minus 1.0 percentage points 19 times out of 20.
Cable image via Shutterstock.