Roku: 25% of our customers cut or shave their pay-TV cord

OTT set-top-box maker Roku said about 25 percent of the customers who buy the device that delivers over-the-top content to televisions sets are either cord shavers or cord cutters. Company spokesman Brian Jaquet said about half of those, 12 percent, say they plan to totally cut the cord and use online video to meet their entertainment needs.

And, he said in an interview at South By Southwest in Austin Tuesday, that the company's demographics tend to skew older, thus the need for a device that's easy to use.

"We're trending towards a much older demographic," he said. "So it needs to just work out of the box. You know, five minutes and you need to be set up."

The company in December said it had sold more than one million of the boxes, which come in three models priced between $60 and $100.

Roku has been steadily expanding its content options. In addition to services like Hulu and Netflix, and a multitude of other content options, the company earlier in the year signed a 24/7 deal with WealthTV, a cable channel it offered live for $2.99 a month. It also has NHL GameCenter Live, MLB.com and the UFC, a trio of sports programmers.

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