Some analysts don't think cord-cutting is the biggest issue facing the pay-TV providers. Instead, they say outright "theft" of OTT content by millennials is the real danger to the industry.
Chicago-based Civis Analytics is announcing what it calls the first ad planning software that uses big data analytics to apply to TV the kind of precise ad planning and targeting used to target online ads.
Could millennials end up connecting the cord after all? About the only thing that can be said for certain about this pivotal audience segment is that millennials are watching TV in new and different ways.
Market research firm Frank N. Magid Associates has released the results of a national survey conducted among 2,000 adults 18-64 years of age, which suggests that people who use Uber aren't so keen on owning their own set of wheels.
A study from Forrester Research found that cord-nevers – people who have never subscribed to a traditional pay-TV service – make up 18% of the U.S. population. The majority of U.S. adults (76%) are still “cord-havers.”
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