Cord Cutters and the Switch from Cable to Streaming

Part
01
of six
Part
01

Top Streaming Platforms

Although information about the top streaming platforms for Austin, New York City, Southern California and Dallas was not publicly available, relevant data about the leading streaming platforms across the US as well as streaming activity in these specific cities/regions is provided below. Apart from Netflix and Hulu, YouTube, Amazon Video, Apple TV+, Disney+ and Vimeo appear to be the top streaming services in the country.

Helpful Findings

Overall US

Austin

  • According to a separate 2019 report by Nielson, Austin is the top streaming market in the US in terms of reach.
  • Specifically, 70% of the adult population in the city streamed content in May of 2019.
  • Moreover, Austin households that watched streamed content consumed almost two hours per day for an average of 12 days per month.
  • Additionally, 74% of local households own streaming devices in the city, up from 54% in 2017.
  • Meanwhile, the most popular streaming technology in the area is Cable Plus (64%), followed by OTA (16%), BBO (11%) and vMVPD (9%).

New York City

  • While the streaming device penetration in New York City (73%) is similar to Austin, only 59% of residents stream content.
  • However, those residents who stream content enjoy just shy of 2 hours per day of streamed content during 10 days each month.
  • Additionally, New York City has the highest usage of Cable Plus (81%) in the US, with significantly lower adoption of BBO (7%), OTA (6%) and vMVPD (6%).

Southern California

  • Southern California cities such as Los Angeles and San Diego see similar levels of streaming, at 60% and 66% percent of the population, respectively.
  • Los Angeles and San Diego also have higher streaming device penetration rates of 74% and 73%, respectively.
  • Notably, Los Angeles streams more content at over 2 hours per day for 11 days per month, compared to an hour and a half per day for 10 days per month in San Diego.
  • However, these Southern California cities both rely primarily on Cable Plus for streaming (71%), followed by OTA and BBO.

Dallas

  • Although far fewer (58%) adults stream content in Dallas, those adults that do use streaming services enjoy significantly more streamed content at almost two and a half hours per day for 11 days per month.
  • This city also has slightly fewer households with streaming technology, at 71%, up from 57% in 2017.
  • While Dallas households primarily depend on Cable Plus (62%), OTA is also a very popular option (21%) for streaming devices.

Research Strategy

An extensive review of credible media resources, industry reports and articles by experts in the US streaming market was unsuccessful in identifying the top streaming platforms for Austin, New York City, Southern California and Dallas. This is likely due to the highly specific nature of the request, given that studies of US streaming behavior typically report consumer streaming activity for the country as a whole. Several further strategies were attempted to ascertain this information, including a search for subscriber and/or viewership information by city for key platforms including YouTube, Amazon Prime and Vimeo. Unfortunately, this information was either limited or not publicly available.

However, over the course of this comprehensive research approach, several resources were identified which offered relevant information about the top streaming platforms nationally, as well as streaming activity in Austin, New York City, Southern California and Dallas. These helpful findings are provided within the above summary.

Part
02
of six
Part
02

Brand Advertisement on Connected TV Platforms

Volvo and Tulalip Resort Casino are two examples of brands that have successfully advertised on connected TV platforms. Volvo was able to successfully drive a 35% sales lift by utilizing the connected TV (CTV) platform, while Tulalip Resort Casino was able to achieve a high site visit rate of 1.38%.

Volvo

  • To achieve this, the automaker created interactive video content for connected TV platforms. The interactive video content was deployed across Roku and Samsung smart TVs. Viewers could interact with the ad by exploring the vehicle's interior and also enter their phone numbers into the CTV to receive more information about local dealerships via text.
  • The interactive components within the ads generated increased viewer engagements and sales. The campaign reported a total of 526,000 unique engagements in 95,500 households. Also, over 1200 viewers requested for more information via text. Overall, the campaign improved sales performance by 35% compared to the automaker's average sales channel.

Tulalip Resort Casino

  • The brand launched a connected TV (CTV) campaign with the goal of expanding its reach and driving awareness among its key audience. The brand's preferred audience consists of viewers who are between the ages of 25 and 39, based in Seattle, and have sustained interest in gaming and traveling to resort casinos.
  • The campaign was deemed to be successful and exceeded the typical rate observed for previous display campaigns. A key performance index (KPI) adopted by the casino as a measure of success revolves around tracking viewers who follow through with the campaign all the way to the casino's website. The campaign achieved a high 1.38% site visit rate and an average cost-per-visit of $10.91.
Part
03
of six
Part
03

Cord-cutters Demographics Austin, TX

While there is no publicly available information to fully answer the question, we've used available data to pull together key findings. Below is an outline of our research strategies to better understand why the information requested is publicly unavailable, as well as a deep dive into our findings.

Helpful Findings

Research Strategy

Research shows there is no evidence specific data regarding information or demographics of cord-cutting in Austin, Texas, is available in the public domain. Our search initially focused on cord-cutting demographics in Austin, Texas, but even after expanding to cord-cutting in Austin, demographics of major streaming platforms in Austin, and then cord-cutting in Texas, specific data could not be found. Information about cord-cutters was not pointed explicitly toward major cities like Austin, Texas. It did present limited statistical information about states. There was no main source of information but rather fragmented articles between news agencies and statistical sites like Statista, West Monroe Partners, and PricewaterhouseCoopers (PwC). Further investigation proved that more information was provided available for the United States (US) as a whole. Thus, our final research method was to investigate cord-cutters in the US. Statistics viewed were, but nothing outside of the age range demographics were provided. Given the information, we hoped this approach would get us closer. However, we found little data to support a complete demographic analysis.

Part
04
of six
Part
04

Cord-cutters Demographics New York City

There is no publicly available information that accurately identifies the demographics of cord-cutters in New York City. From the information available in the public domain, we were able to identify the percentage of cord-cutters in New York City and the age and income levels of cord-cutters in the United States in general, as helpful findings to the research.

Helpful Findings

Research Strategy

Although we could not identify and determine the demographics (age, gender, income level, educational level, and marital status) of cord-cutters in New York City from the information available in the public domain, we were able to outline helpful findings and research strategies applied during the search for the requested information.
We started by searching for surveys on cord-cutting, then narrowed down to New York City. We found a survey conducted by the Waterstone Management Group which involved 5,000 respondents, aged 18 to 69 years, across all the 50 states in the U.S. From the results, 59% of the New York respondents claimed to be cord-cutters. However, this information did not directly give any specific demographics of the cord-cutters.
Next, we searched market reports on the given topic. We could not find any report that specifically addressed the demographics of cord-cutters in New York City. However, we were able to locate the PWC research report and comScore’s report, which provided helpful findings on income levels, age, and motivation factors of cord-cutters in the United States. It is also notable that the statistics on the income level of the cord-cutters were from 2017.
We went further to search databases and reputable websites for the requested information and data but we could not locate cord-cutters demographics in New York City. However, Techjury.net stated that there were approximately 39.3 million cord-cutters in the United States.
Therefore, besides the percentage of cord-cutters in New York, we were only able to identify the total number, the age and income levels of cord-cutters in the United States generally and not specifically in New York City, as helpful findings on the research request.
Part
05
of six
Part
05

Cord-cutters Demographics Southern California

Research has found that the main profile of cord-cutters in Southern California includes college-educated parents in their 30s-50s. In Southern California, about 70% of family households with children are led by married, primarily opposite-sex couples. Female and male single-parent households with children made up 21.2% and 8.6% of this group. Among all family households in Southern California, the average annual family household income is just over $100k.

Demographics of "Cord Cutters" in Southern California

AGE
  • According to a report from fuboTV, cord=cutters are likely to be the head of a household with children. Parents between the ages of 34 to 54 represent a significant demographic segment of those reducing or canceling their multichannel subscriptions.
MARITAL STATUS
  • According to the 2018 American Community Survey from the U.S. Census Bureau of family households with minor children in Southern California, 70.1% have parents who are married to one another.
  • Of family households with minor children, 20.9% were single-parent households.
GENDER
  • In 2018, 29.2% of households in Southern California were family households with children under the age of 18.
  • Of those households, the majority of householders were married couples which could have a householder of either gender. As the vast majority of children of partnered households are led by opposite-sex couples in the U.S., most of the 70% of family households with children led by married couples will have both a male and a female parent.
  • Among the single-parent led households with minor children in Southern California in 2018, 71.1% had female householders and 28.9% had male householders. Overall, female and male single-parent households represented 21.2% and 8.6% respectively, of family households with children under 18.
EDUCATIONAL LEVEL
INCOME LEVEL
  • Data for the income of family households with children under 18 was not available. Overall, based on data from the 2018 ACS, families, with or without children, in Southern California earned an average annual income of $100.1k.

Research Strategy

We were able to triangulate some demographics of "cord-cutters" in Southern California, such as age, marital status, and gender, but could not find specific information about the education or income level of this group. Below is an outline of our research strategies to better understand why certain information requested is publicly unavailable, as well as a deep dive into our findings.
We were able to triangulate the age, gender, and marital status by identifying and researching a key group that is likely to be "cord-cutters." According to a report from fuboTV, parents between the age of 34 to 54 were most likely to be "cord-cutters." Research on the demographics of householders living with minor children was conducted, and data from the U.S. Census Bureau's 2018 American Community Survey was found for the social and economic characteristics of these families. Using data collected about the 10 counties that make up Southern California, demographics for the marital status and gender of householders with children were calculated, as outlined below.
For the education and income level, approximate demographics for groups including likely "cord-cutters" were provided. The article discussing the fuboTV report, as well as the original publication of the report itself, described the general educational background of "cord-cutting" parents, who are usually college-educated or have advanced degrees. Research to find demographic data on both the education and income level of parents and/or family households was conducted, but specific data for this group was not publicly available and could not be triangulated. We analyzed demographics from the U.S. Census Bureau's America’s Families and Living Arrangements database, which provides data on households with children by age, race, parental marital status, earnings, and educational attainment, however, unlike the ACS data, these demographics are not available at the county-level, and demographics for householders with children in Southern California could not be isolated. Additionally, the most recent data from this database was from 2016, compared to the ACS data from 2018. We also used the 2017 Current Population Survey (CPS) from the U.S. National Telecommunications and Information Administration, but while data on relevant demographics (income level, race, occupation types) was available, it could not be isolated to Southern California. Instead, using 2018 ACS data, we provided the highest education attainment demographics for adults over 25 and the average family household income for Southern California.

CALCULATIONS
To calculate the marital status and gender demographics of cord-cutters in Southern California, we used data on the social characteristics of households from the 2018 American Community Survey, looking at families with children. To isolate demographic data about family households in Southern California, data from the following ten counties was selected from the 2018 ACS: Imperial, Kern, Los Angeles, Orange, Riverside, San Bernadino, San Diego, Santa Barbara, San Luis Obispo, and Ventura counties.

To calculate the percentage of family households with children that were led by married vs single parents, the amounts for each category were added up for all 10 counties.

SUM OF POPULATIONS FOR 10 SOCAL COUNTIES:
Family households with children = 2,242,828
Family households with married parents = 1,572,815
% of families with children with married parents = 1,5,72,815 / 2,242,828 x 100 = 70.1%

Family households with single parents = 670,013
% of families with single-parents = 670,013 / 2,242,828 = 70.1

This method was also used to calculate the percentage of households with children led by male vs female single-parents relative to all family households with children and only single-parent households.
Family households with children = 2,242,828
Family households with single parents = 670,013

Female-single parent households = 476,074
% of single-parent households with female parent= 476,074 / 2,242,828 = 71.1%
% of households with children with female single parent = 476,074 / 2,242,828 = 21.2%

Male single-parent households = 193,939
% of single-parent households with female parent = 193,939 / 2,242,828 = 28.9%
% of households with children with male single parent = 193,939 /2,242,828 = 8.6%

The education level demographics in Southern California were also calculated using similar methods, where the amounts of each category of the highest education attained were added up between the 10 counties and then those sums were compared with the total number of adults over the age of 25 in the region.

Total # of adults over 25 in counties = 16,103,602
Total with high school diploma = 3,448,765
% of adults over 25 with a high school diploma = 3,448,765 / 16,103,602 x 100 = 21.4%

Total with some college education = 3,362,922
% of adults over 25 with some college education = 3,362,922 / 16,103,602 x 100 = 20.9%

Total with Associate's degree = 1,251,155
% of adults over 25 with an Associate's degree = 1,251,155 / 16,103,602 x 100 = 7.8%

Total with Bachelor's degree = 3,287,109
% of adults over 25 with a Bachelor's degree = 3,287,109 / 16,103,602 x 100 = 20.4%

Total with graduate or professional degree = 1,854,169
% of adults over 25 with graduate or professional degree = 1,854,169 / 16,103,602 x 100 = 11.5%

The average income of family households in Southern California was calculated by multiplying the average family income of each county times its number of family households. Then, the final products of all 10 multiplications were added up and the number of family households was added up so that the former could be divided by the latter to provide the average family income in Southern California.

COUNTY
# of FAMILY HOUSEHOLDS
AVERAGE FAMILY INCOME
(PRODUCT OF # of Family Households x Avg. Family Income)

Imperial County, CA
30,792
$110,238
(3394448496)

Kern County, CA
201,894
$111,675
(22546512450)

Los Angeles County, CA
2,193,349
$104,722
(2.29692 x 10^11)

Orange County, CA
735,186
$129,916
(95512424376)

Riverside County, CA
524,194
$69,455
(36407894270)

San Bernardino County, CA
486,914
$93289
(45423720146)

San Diego County, CA
761,247
$83,738
(63745301286)

San Luis Obispo County, CA
67,284
$122,345
(8231860980)

Santa Barbara County, CA
100,497
$113414
(11397766758)

Ventura County, CA
194,306
$71,928
(13976041968)

Sum of Products = 5.303288 x 10^11
Sum of # of Family Households = 5,295,663
Average Family Income = 5.303288 x 10^11 / 5,295,663 = $100,144
Part
06
of six
Part
06

Cord-cutters Demographics Dallas, TX

There is insufficient information that can be used to build a robust demographic profile of cord-cutters in Dallas, Texas in the public domain. Some helpful findings, as well as the methodology used for this research, are available below. A Google document with screenshots of graphs locked behind a paywall has also been attached to this project.

Helpful Findings:

  • In 2017, the population of Texas was found to have been the fourth-least interested in cord-cutting according to the State Cord Cutting Interest Index. Despite this, a 2019 study found that Dallas is the number 1 market for TV streaming.
  • In the US, those who live in small towns are most likely to become cord-cutters as about 71% of DTV antenna purchases made in 2016 were by those who lived in small towns according to a study by NoCable.
  • 62% of the people who live in the state of Texas have "cut the cord" according to a survey by West Monroe.
  • 39.3 million adults in the US, or 21.9 million households, have become cord-cutters. Instead of paying for TV services, most of these cord-cutters have switched to the use of DTV antennas and streaming services such as Netflix.
  • Of US streaming service consumers, 42% are Gen X (35-54 years old) while 39% are Millenial (18-34 years old). A majority of them, specifically 58%, are single and 50% have received at least college education.

Research Strategy:

After searching for several hours, we were unable to find specific data regarding the demographics profile of cord-cutters in Dallas, Texas. Our search initially focused on demographic data of cord-cutters in Dallas, Texas, but even after expanding to cord-cutting in Dallas, cord-cutting in Texas, specific data, and demographics of streaming platforms and owners of DTV antennas in Dallas, specific data could not be found in the public domain. Several articles about cord-cutting could be found in credible news sites like The Dallas Morning News, however, the demographic data of cord-cutters, as well as any insights that can be used to approximate demographic data, were not present in any of these articles. We were able to find that in 2019, 21.9 million households in the US have "cut the cord" and are no longer paying for TV service and that the people of the state of Texas is found to be the fourth-least interested in cord-cutting according to the 2017 State Cord Cutting Interest Index, however, no data relevant to this project was found. Reports found were focused on looking at data by US state and only gave data on the estimated percentage of the states' populations who are cord-cutters. We were able to find information on the age of the heads of households that have become cord-cutters, however, this demographic was for the US as a whole.

Since cord-cutters are found to have switched to the use of DTV antennas and streaming platforms in lieu of paid TV services, we attempted to look into the demographics of streaming platform users and DTV antenna owners in Dallas, Texas as these may provide demographic data similar to the cord-cutters in Dallas. We were able to find that Dallas ranked first as the best market for TV streaming according to a 2019 market study by Conviva as cord-cutting has become more prevalent in the city. Further search only revealed general demographics of streaming platforms and none specific to Dallas, Texas. After an exhaustive search, sufficient data to build a demographics profile of cord-cutters in Dallas, Texas could not be found in the public domain.
Sources
Sources

From Part 02
From Part 05
Quotes
  • "Families are the leading demographic when it comes to cord-cutting, a recent analysis shows, as streaming services try to edge out traditional cable TV services by offering a cheaper and more personalized alternative."
  • "According to fuboTV's "Portrait of a Cord-Cutter" report, families with a parent 35-54 with two or three children are also most likely to stick with a streaming service like Netflix or Hulu after canceling traditional cable TV service. The parent is typically a working professional with a college or advanced degree."
  • "Leading Demographic: Families led by parent(s) ages 35-54 with 2-3 children in the household (1 is typically a teen)."
Quotes
  • "Same-sex households make up about 1 percent of all homes, according to data released as part of the Current Population Survey and the first time such figures were included in its main results."