In another reminder of how important it is for companies and organizations to focus their PR online, The Yankee Group has issued a new report that estimates one in eight consumers will cancel their cable/satellite subscriptions THIS YEAR in favor of going all digital. Yankee says more people will “cut their coax” due to:
- The widescale launch of Internet-connected TVs
- Higher programming fees leading to higher sub prices
- The proliferation of Net-connected devices, from iPhones to gaming consoles
Tech journalists and bloggers have been writing for a while now about their experiments in cutting the cord, and many have been pleased to find just how much TV content they could get online. To be sure, analysts and industry observers have questioned if there is really an exodus from pay TV. But Yankee’s report is something to pay attention to. Consider the numbers involved. Extrapolate one in eight consumers to the American population, and you easily get a conservative estimate of more than 30 million people. We think that’s a little on the high side but it’s worth saying: Whoa.
And why would consumers favor the Web over tried-and-true pay TV services? The Great Content Migration ensures that we can get just about anything we want, from TV and movies to games to everyday news, on the Web. Companies must heed this trend. If your best content, whether it be video, multimedia or text, isn’t online, then, as Mr. DM Scott likes to say, it doesn’t exist.
What do you think? Are you ready to cut the cord?
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