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Who is / isn’t likely to cut off Cable TV

These Are the TV Shows More Popular Among Cord-Cutters

Cord-Cutters More Likely to Visit NBC.com Than Average Internet User, Per Experian Survey

Source: Adverting Age

Author: Tim Peterson

Who is / isn’t likely to cut off Cable TV

Image courtesy of [Boians Cho Joo Young] / FreeDigitalPhotos.net

People who cancel their cable TV subscriptions may not miss their monthly bills, but they’re also not missing out on some of their favorite broadcast shows.

These so-called cord-cutters are more likely than the average internet user to watch ABC programs like “Jimmy Kimmel Live” and “Modern Family” and Fox’s animated series online, according to a survey conducted by Experian Marketing Services.

All fifteen of the shows with higher-than-average popularity among cord-cutters are broadcast programs that could be watched on traditional TV without a cable or satellite subscription (internet-only shows like “House of Cards” weren’t measured). However the programs’ popularity may have as much to do with their broad distribution strategy as with their over-the-air availability.

People didn’t have to watch a full episode of a show for it to register on the list. Clips also count, which could explain why programs that post a lot of clips online and are socially active — like “Jimmy Kimmel Live,” which counts more than 4 million subscribers to its YouTube channel — rank so high. The late-night show’s “Worst Twerk Fail Ever” video has been watched more than 19 million times on YouTube.

“If it’s shareable or consumable in short clips, I think it’s going to appeal to the cord-cutter audience because they’re hungrier for video here and there,” said John Fetto, Experian’s senior analyst on marketing services and consumer insights.

But it also helps if a show is available on Netflix or Hulu. Experian found that 18% of cord-cutting households have Netflix or Hulu accounts. Households with Netflix accounts are 181% more likely to be cord-cutters, and those with Hulu accounts are 138% more likely.

Twelve of the top-fifteen programs can be watched on Hulu, including nine that have full episodes available on the ad-supported streaming service. And eight of the shows have episodes available on Netflix.

But Hulu and Netflix are far from the only places cord-cutters are going for their TV fix. In fact cord-cutters are more likely than the average internet user to visit some TV networks’ websites than they are to check out Netflix or YouTube, Experian found.

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