Know Your Audience: 4 Types of Streamers

Amrita Hemdev
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By Amrita Hemdev
September 19, 2019
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TV is changing. Millions of Americans are canceling their pay-TV subscriptions, but that doesn’t mean they’re spending less time in front of screens. Viewers are adopting streaming services on over-the-top (OTT) platforms delivered directly over internet-connected devices.

This cord-cutting phenomenon is accelerating in 2019 because of changing consumer behaviors. With more direct-to-consumer services, lower-priced devices, and free ad-supported content, the overall streaming experience has improved significantly, diving consumers to explore alternative viewing options. More content, more sports, and upgrading internet services are other reasons contributing to this stimulated growth.

For advertisers to truly know their streaming audiences, they first need to understand the streaming habits of their audiences. Here are four different types of streamers and how they consume content

 

Cord-Cutters

Cord-cutters are viewers who have canceled paid multichannel subscription services like cable or satellite television. Since 2012, more than 10 million people have cut the cord.

We conducted a survey* with Harris Poll in March 2019, and found that the average cord-cutter has 3.2 streaming services. Most cord-cutters say that streaming provides a better value for the content they want to watch.

Learn more about cord-cutters in this article.

 

Cord-Shavers

Also known as cord-trimmers, cord-shavers are viewers who downgraded their TV packages, replacing those reduced services with on-demand video streaming services.

 

Cord-Stackers

Cord-stackers are individuals who watch both linear and connected TV (CTV) in their household. They subscribe to both pay-TV and one or more streaming services.

While cord-stackers spend time watching both linear and CTV, they often have separate uses for each, as opposed to watching interchangeably.

 

Cord-Nevers

Cord-nevers are viewers who have never paid for a cable or satellite subscription and likely never will. They consume content via OTT video services and apps. Advertisers are unable to reach them through cable or satellite advertising.

A Pew Research Center poll found that 61 percent of young adults (aged 18 to 29) primarily watch TV via online streaming services.


Are you thinking about all the ways you can reach these different types of streaming audiences? At ZypMedia, we offer a wide variety of products and solutions that can help you connect with the right audience on the right screens.

We power our partners with efficient DSP technology and relationships designed to connect advertisers with the right premium, high-quality audiences using the right targeting strategy.

Learn more about the latest trends in OTT advertising by subscribing to our email newsletter today.

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*Survey Methodology:

This survey was conducted online within the United States by The Harris Poll on behalf of ZypMedia from March 11-13, 2019, polling 2,043 U.S. adults ages 18 and older, among whom 241 are cord-cutters (used to watch cable or satellite but now only watch streaming) and 681 are cord-shavers (watch both cable TV and use subscription or free, ad-supported streaming services). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

 

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Amrita Hemdev

Amrita is an inbound marketer. She studied marketing and project management at UC Berkeley and proceeded to work in a fast-paced, digital advertising tech startup, with a goal of increasing brand awareness. She is currently the Content Marketing Specialist at ZypMedia. Passionate about digital marketing and having six years of experience in this field, she also started her digital marketing and creative agency, Sociato, based in India.
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