New research from The Diffusion Group suggests that although the propensity for ‘cord-cutting’ (i.e. downgrading or termination of pay-TV subscriptions) in the USA is mainly associated with economic stringency, this changes amongst heavy users of Netflix video streaming.
TDG found that 61% of moderate to heavy Netflix streamers cited online video usage as the top reason why they would do so. Only 24% of this group cited economic issues as their main rationale.
For the average Netflix user, however, the finding was reversed: only a third would cord-cut because they thought use of online video was substitutive.