The topic of cord cutting is proving to be a major headache for cable operators, due in large part to the fact that it’s such a nebulous issue and there are so many conflicting reports. Operators are struggling to understand who exactly is engaging in cord cutting, and why they are doing it.
Recently, Nielsen helped shed light on this phenomenon. The company surveyed more than 30,000 people across 61 countries in an attempt to better understand their attitudes toward cord cutting.
Nielsen found that, while every generation is engaging in cord cutting to some extent, the younger generations—below the age of 50—are currently leading the cord-cutting charge.
According to Nielsen, between 20 and 25 percent of people under the age of 50 are planning to cut the cord at some point in the foreseeable future. What’s more, 20 to 40 percent of people under 50 currently subscribe to streaming online video services.
The cord-cutting trend, however, does not appear to be spreading as rapidly among older generations. Only about 10 percent of baby boomers (ages 50 to 64) plan to cut the cord. This figure is even smaller for those of the silent generation who are over 65.
Which age group has the most cable or satellite subscribers? It’s the silent generation, with over 55 percent of consumers using those services. Baby boomers and Gen Xers came in a close second at 55 percent, followed by millennials (45 percent) and Gen Zers (over 40 percent).