Experiment indicates cord-cutting not ready for prime time

The computer-like "lean-forward" proclivities of Internet-based video devices are a major drawback for subscribers who abandon a traditional TV viewing experience, a cord cutting experiment conducted by marketing firm Hill Holiday has determined.

As part of the experiment, five families were given one device--Apple TV (Nasdaq: AAPL), Boxee Box, Google TV (Nasdaq: GOOG), Roku or Xbox360--and told to stop using traditional cable TV for a week. The results were mixed enough to indicate that there's work needed to make cord-cutting devices a mainstream reality.

While there were problems with the hardware, the key problems with the experience were the fact that the devices were more Internet than TV-centric. This was especially true when viewers, accustomed to the always-on aspects of TV, were confronted with having to find content to watch.

"The devices demand a lean-forward involvement with what has been traditionally considered a lean-back medium and this requirement proved disconcerting," Hill Holiday said.

For more:
- electronista has this story

Related articles:
ESPN, using Nielsen data, says cord-cutting is a 'very minor' nuisance
Cord cutting? Poll says most Americans don't even watch recorded programming

WHITEPAPER

How To Lower the Cost of Ownership of Your Cable Access Network

This white paper presents a cost analysis of a virtualized cable modem termination system (CMTS) deployed in a distributed access architecture (DAA). Learn how to eliminate traditional CMTS constraints, efficiently enhance your network performance and more.

Suggested Articles

The Apple TV remote is an often reviled peripheral device. Universal Electronics has taken it upon itself to create a different option.

Charter said it’s building an IP video aggregation platform complete with new hardware.

John Malone, Liberty Media chairman and cable industry titan, sees a future full of growth for streaming platforms like Amazon, Roku and Apple.