×
You will be redirected back to your article in seconds

Nielsen Casts Doubt on ‘Cord Cutting’ Trend

The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV.

In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, according to Nielsen data, 93% of homes who had both services were more likely to keep the cable and instead drop broadband or SVOD offerings, said Glenn Enoch, senior VP of audience insights for the measurement and data service.

“Cable may have a little more staying power than it’s actually being given credit for recently,” said Enoch.

He suggested that a younger U.S. population is increasingly mobile and prone to add and drop cable service as it moves to new locations. Nielsen has noticed a “seasonal” shift in cable-subscriber churn, with more of it taking place in the fourth and first quarters of the year, but less of it in the second and third quarters.

Recent cable-company results might not provide complete support for that theory. Comcast disclosed in its fourth-quarter earnings results, for example, that it added fewer video customers in that fiscal period – just 6,000 – compared with 46,000 in the year-earlier period. Consumers with cable may not be dropping it, but those that don’t have it yet may not be adding it.

Nielsen executives suggested the company would have more to say about “cord cutting” in weeks to come.

More TV

  • Channing DungeyWomen In Film Crystal and

    How ABC Pulled Off a Stealth Transition for Channing Dungey and Karey Burke

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • Diego Luna Inclusion

    6 Takeaways From Variety’s 2018 Inclusion Summit

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • Frankie Shaw as Bridgette Bird and

    TV News Roundup: 'SMILF' Season 2 Premiere Date Set at Showtime

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • "The Consummation Deviation" - Pictured: Rajesh

    Live+3 Ratings for Week of Nov. 5: 'Big Bang Theory' Ticks Up

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • The Clinton Affair Review

    TV Review: 'The Clinton Affair'

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • Lionsgate Taps 3 Arts Roster for

    Lionsgate Taps 3 Arts Roster for Two Fox Comedy Series Prospects

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

  • Channing Dungey Exits ABC; Karey Burke

    Channing Dungey Exits ABC; Karey Burke Named Network President

    The people who keep tabs on TV viewership are throwing cold water on the idea that younger consumers are abandoning cable and satellite TV. In a press briefing held Thursday, executives from Nielsen suggested cable subscribers who also have a subscription-video-on-demand service are more likely to drop the SVOD than they are cable. In fact, […]

More From Our Brands

Access exclusive content