i3 - November/December 2017 - 68

Business
STATS A N D FACTS

A Look at Cord-Cutters and Cord-Nevers
ATSC 3.0, the next-generation DTV broadcast standard, is expected
to be introduced in 2019. CTA's Impact of Next-Gen TV on Consumer
Behavior study (August 2017) examines video content sourcing behaviors
and the possible impact ATSC 3.0 will have on consumers.
RECENT CORD-CUTTERS:
WHY DID THEY CUT THE CORD?

72%

WHICH NEXT-GEN TV
FEATURES WOULD ENCOURAGE
CORD-CUTTING?
114
Better picture clarity (4K UHD and HDR)

Most Important

24
Did not watch enough content to justify cost

23%

Say lack of content
was a primary influence
9
Content packages available were not impressive
8
Content choices available within my package were not impressive
6
Lack flexibility in selecting content of choice

Somewhat less
important

13
Cost of equipment to access content/services too expensive

82
Better sound quality (immersive audio)
80
Simultaneous search broadcast TV and VOD programming

Much less
Important

16
Alternative options available at lower cost

111
On-demand experience with live TV
100
Built-in antenna

66
User-friendly interface (viewer-customized home screen)
55
Watch free local TV broadcasts on mobile devices

Not Important at all

19
Cost of content was too expensive

34
Predictive recommendations
29
Choose camera angles on sports broadcasts
26
Targeted advertising and location-based emergency alerts

5
Other

SCREENS USED FOR CONTENT VIEWING IN THE PAST 12 MONTHS
2016

(Top Five Devices)
Television

86% 87%

Smartphone
64

Tablet
65

68

NOVEMBER/DECEMBER 2017

Desktop computer

Notebook, laptop
or netbook computer
53

37

2017

46

49
34

39

I T I S I N N O VAT I O N

Wires: iStockPhoto/Getty Images; All Charts - Source: CTA Market Research

Say cost was
a primary influence


http://www.cta.tech/research http://www.cta.tech/research

i3 - November/December 2017

Table of Contents for the Digital Edition of i3 - November/December 2017

Contents
i3 - November/December 2017 - Cover1
i3 - November/December 2017 - Cover2
i3 - November/December 2017 - Contents
i3 - November/December 2017 - 2
i3 - November/December 2017 - 3
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i3 - November/December 2017 - Cover3
i3 - November/December 2017 - Cover4
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