By Jonathan Easton
Almost half of US adults have already cut the cord, according to a new report.
A new study carried out by The Trade Desk has found that 47 per cent of US TV viewers are already cordless while 44 per cent with cable intend on pulling back or cutting their service altogether in the coming year.
The shift towards OTT consumption is predictably driven by younger viewers, though the trend is creeping upwards. The report notes that 60 per cent of adults aged 18-34 already are without cable, dropping to 53 per cent of those aged 35-54.
The report also noted that streaming is also becoming a much more popular option for sports fans. Only 19 per cent of TV viewers have said that they are returning to their pre-pandemic sports viewing habits, while 44 per cent who watch sports are choosing a primary viewing source outside of linear TV. That number increases to 65 per cent among sports viewers aged 18 to 34.
