We've all heard of cutting the cord when it comes to voice and to a lesser extent mobile data services, but a new report from TDG Research indicates that just more than 33 percent of iPad owners surveyed indicated they were likely to cancel their pay-TV service within the next six months. And of that number, 13 percent said they were "highly likely" to cut the video cord.
iPad users have access to online video and Netflix content with additional content continually coming online. But TDG Researchers believe that over-the-top video providers are overemphasizing the cost savings.
"Many new video purveyors such as ivi.TV and Sezmi are looking to rapidly achieve mainstream status by casting the widest net possible with little in the way of targeting, outside of general ‘bad times' messaging," said TDG in a statement. "It is TDG's belief that it may be more lucrative to focus on specific user groups who are more inclined toward anti-incumbent behavior, a descriptor that certainly applies to iPad owners."
For more:
- see this FierceOnlineVideo article
- see this Telecompetitor article
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