September 18, 2019
Roku Sept. 18 released a new study that claims about 60 million TV households are expected to access video on their TV mainly through streaming within the next five years.
If this happens, for the first time, video streamers would surpass traditional pay-TV viewers.
Roku, which co-invented the SVOD market with Netflix in 2007, said its second annual comprehensive study on the TV household landscape included 7,000 U.S. adults age 18 and over, and 12,000 Roku account-holding U.S. adults age 18 and over.
The Los Gatos, Calif.-based company suggests 2 million Americans have ‘cut the cord’ so far in 2019, moving from traditional pay-TV (cable or satellite television).
That’s after 3.5 million people gave up pay-TV video in 2018. Consumers who are already streaming include cord-cutters, TV households that previously had pay-TV; cord-shavers who may pay for traditional cable but have reduced their package in the last few years; and cord-nevers, those who have never had pay-TV.
Roku claims that a new generation of cord-cutters has emerged. One whose viewing behavior more closely mirrors that of average mainstream TV viewers, but seeks out better value and choice in how they consume TV.
Roku contends that 82% of all cord-cutters who participated in the study are extremely satisfied with their decision to cut the cord while 92% of Roku customers shared the same sentiment.
Other survey findings include:
- 34% of those surveyed seek to switch to lower cost options in the next 6 months.
- 98% of Roku cord-cutters say they’ll never go back.
- 2/3 of all cord-cutters say they wish they would have cut the cord sooner.
- 73% of all video streamers in the Roku study watch AVOD and 45% watch more free TV than any other streaming video option.
- 74% say streaming is more convenient than pay-TV services and 89% report that using a streaming device is very easy.
“This report shows there is a huge, new generation of streamers who enjoy live and free TV and are extremely satisfied with the decision to watch TV without cable or satellite,” Matthew Anderson, chief marketing officer, said in a statement “Half of Roku’s U.S. customers don’t have traditional cable and satellite subscriptions and they enjoy the value, ease and breadth of content we offer them. The Roku study shows that the shift to streaming is more popular and growing faster than ever before.”