The Incredible Stickiness of Bundling

New Edge  Never underestimate the power of tying things to other things. Case in point: the most recent results from an annual Deloitte survey show that 74% of U.S. households still subscribe to pay TV such as cable or satellite, and that 66% of subscribers say that they keep their subscription because it is bundled with their internet service.

According to Deloitte’s 11th annual “Digital Democracy Survey,” 49% of U.S. consumers and nearly 60% of Generation Z (Gen Z, those born between 1997 and 2002), millennials (born between 1983 and 1996) and Generation X (Gen X, born between 1966 and 1982) subscribe to at least one paid streaming video service. Yet free streaming services still prevail: 40% primarily use free streaming service, versus 35% who use paid services.

Binge watching is a national compulsion: 73% of all U.S. consumers have binge watched TV shows. Eighty-eight percent of Gen Z and 90% of millennials have binge watched. Thirty-four percent of Gen Z and 38% of millennials binge watch on a weekly basis. The length of the average binge watching session? Six episodes, or roughly five hours per sitting.

Report: One in Four American Families Live Without Cable or Satellite Service

New Edge We’ve long heard tales of those so-called “cord cutters,” bravely living their lives without subscribing to cable or satellite TV service. But recent estimates as to the actual number of these renegades may prove surprising to many.

According to a new study from market research firm GfK, one-fourth of all American TV households do not subscribe to either cable or satellite service.

Merrily As I Stream …

It’s official: If you are a millennial, you are far more likely to stream video than to watch traditional, live television.

This is according to Horowitz Research’s State of Cable & Digital Media 2016 report. In the report, Horowitz found 54% of the weekly viewing of 18- to 34-year-old content viewers was streamed, compared with 39% traditional, which includes live TV, video on demand, and digitally recorded video.

This is a dramatic turnaround from 2012, when Horowitz found that 75% of millennials’ weekly video viewing was traditional, and 15% streamed.

This growing preference for video streaming further underscores millennials’ need for high-quality, high-speed broadband connections.