Study: Millennial men are cutting the cord in droves
Only a third say they'll pay for cable television during this year
February 22, 2017
Depending on what study you look at, cord cutting is either a tiny problem, a minor problem or a growing problem.
But one new study puts it at a much more alarming level.
It says it’s a major problem among one key demographic group: Millennial men.
In fact, if finds that the majority of Millennial men are not subscribing to cable.
It also suggests that, unlike many other cord cutters, many of them are not turning to other alternatives to get that traditional TV content. They’ve simply quit watching TV all together.
The study, from Videology, a software provider for addressable advertising, has some stunning numbers.
It finds that only one third of Millennial men expect to pay for cable in the coming year.
More than half of respondents said they had already cut the cord.
Those numbers are way, way above those of other studies on cord cutting. By comparison, a recent GfK study said 12 percent of households will cut the cord, with most of those Millennials.
And an eMarketer projection last year put cord cutting at a mere 6 percent of total households.
Still, while the Videology numbers may be high, it’s clear that the trend they’re pointing to is an important one. Other parts of the study support the conclusion that Millennial men feel little attachment to traditional television.
Less interest in watching cable shows
Videology also asked respondents how they watch TV shows. Twenty-seven percent said they watched them on TV when they air, while just under 27 percent said they caught up on them with their laptop or desktop.
Just under 26 percent watched on connected devices, like Rokus, and 20.5 percent viewed via tablet/smartphone. Thirteen percent watched on DVRs.
But fully 21 percent said they do not watch TV at all.
That’s a fifth of Millennial men who are almost completely disengaged from TV – no “Walking Dead,” no “Simpsons,” no “South Park.” Though they may still use TV to watch sports, which wasn’t covered by this question, that unquestionably marks a big departure from past media habits.
It’s possible that shows just aren’t as engaging for Millennial men as they once were. Certainly they have many more choices in other media, which may make TV seem less consequential.
And since Millennials have been wandering away from television for years, and networks haven’t been particularly successful in wooing them back, it’s clear something must change if they want to give them a reason to keep subscribing.
Fully invested in digital
The study also found that Millennial men also value their digital devices more than their television.
That’s not a surprise either. A smartphone can also function as a television, streaming Netflix or individual channels. But a TV can’t function as a smartphone—there’s less versatility, and Millennials value connectedness above all.
CBS renews a slew of shows, with a few missing
‘Empire’ rises slightly in its return to lift Fox to first
Well now: Mobile usage is even bigger than you think
Surprise: There’s one area where TV viewing is soaring
CBS, the daytime leader, leads Daytime Emmy nominations
Whoa: Almost a third of Millennials cut the cord
Media Life’s Digital Media Transparency Initiative
With old NCAA favorites gone, new ones emerge
World Baseball Classic ratings looking strong
Univision tops week, Telemundo claims top show
NBC dominates Tuesday with ABC and CBS in repeats
Coming, a new glossy for Hamptons residents. Ooh-la-la.
TV programming blog: All the cancellations and renewals
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency