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The study forecasts that 60 million American television viewers will become "wire cutters" in the next five years.

via:cnBeta.COM     time:2019/9/21 12:31:04     readed:110

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Brad Adgate, a media consultant, said: "I think this prediction is correct, especially for younger groups, advertisers will be more interested in them. I think it actually depends on how older demographics will adapt to streaming video. "

Overall U.S. market data show that 2 million Americans have been charged traditional fees this year.television(including cable or satellite subscriptions) turn to "clipping". Prior to that, 3.5 million people abandoned traditional pay-TV video subscriptions in 2018.

Matthew Anderson, chief marketing officer of Roku, said in a statement: "the report shows that there are a large number of new generations of streamer, who can enjoy live and free television programs and are very satisfied with the decision to watch non-cable or satellite television. Half of Roku's American customers do not have traditional cable and satellite subscriptions, and they enjoy the value, convenience and breadth of the content we offer them. Roku's research shows that the transfer to streaming media is more popular and growing faster than ever before. "

"Research shows that millions of Americans cut their monthly bills by switching to streaming media. TV viewers find the convenience and value of live streaming, sports and free television. They were very satisfied, with 78% of them wishing to become a clipper earlier, while 98% said they had no plans to retreat. If the trend we see continues, in five years, more Americans will choose streaming television services over traditional cable or satellite services.

One of the biggest drivers is virtual multichannel video publishers, called vMVPD, which provide a bridge for consumers who want to be "cut families" but do not want to miss the network and live TV programs offered by traditional pay-TV services. When consumers realize that they can stream the same real-time local channels through the electronic program guide (EPG) and video-on-demand (VOD) at a lower price, including sports, news, reality and top-level network products, this eliminates the barriers to "wire cutting".

Another factor is the large number of high-quality content that can be obtained through streaming media. Companies that subscribe to video-on-demand services are spending billions of dollars to create and promote award-winning original content. "next year, we will have several famous studio launches their own streaming video providers," Adgate said. "the problem is,

Audiences are discovering the value of watching on-demand video that supports advertising. In the Roku study, about 73% of all video streaming media did so, and 45% of viewers watched "free" television more than any other streaming video option.

Many clippings have accepted video ads in exchange for free entertainment. In contrast, many traditional cable viewers reported in their studies that there were too many ads in the content they watched. 74 percent of respondents surveyed by Roku said streaming was more convenient than pay-TV services, while 89 percent said it was easy to use streaming devices. Cable and satellite companies are increasingly trying to keep low-margin video users.

Roku's analysis showed that 82% of all the "line shears" who participated in the study were very satisfied with their decision.

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