It's a generational thing: Younger folks ready to dismiss pay TV

A new study has uncovered the obvious: More young people, aged 18 to 34, are going online or using handheld devices to watch TV content. The number doing so rose from 34 percent of those surveyed by Horowitz Associates in 2009 to 39 percent in 2010 according to the "Multiplatform Content and Services Study."

"The data clearly show that when it comes to the next generation of multichannel customers we should be concerned about the ongoing and future value of the video/pay TV elements of our service offerings and the strategies in place to deal with them," Howard Horowitz, president of Horowitz Associates said in a new release. "The penetration and usage of alternative viewing technology is reaching a tipping point and the measurable impact on how the TV product is viewed will inevitably follow."

Breaking down the survey's results, only about 3 percent of total viewing takes place on these platforms; the rest happens in front of TVs. One in every 15 young people is currently considering cancelling TV service and 19 percent more would consider it if more of their favorite content was available online.

For more:
- see this news release

Related articles:
Study: Canadian online video consumption could soon surpass TV viewing
Cable TV industry is dead, long live over the top
1-in-3 young Netflix subscribers cut cord to pay TV

Suggested Articles

From dawn to dusk, leading industry research will be shared across a dozen presentations.

NBCUniversal CEO Steve Burke is reportedly planning to leave his position next year, allowing Jeff Snell to take over the chief executive role.

AT&T, Charter and Comcast are ready to turn the page on a historically bad year for video subscriber losses, but 2020 could bring more of the same.