Cord Cutting is More Prominent Than Ever | Weekly CTV Roundup
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Sep 6, 2018 5 Min Read
Cord Cutting is More Prominent than Ever
The rate of cord cutting has accelerated. According to updated eMarketer numbers, 33 million adults will cut the cord by the end of 2018, marking a 32% increase from the previous year. And this isn’t the first time eMarketer has made revisions — they had to increase their 2017 numbers from 22 million to 24.9 million — which indicates a persistent underestimation of cord cutting momentum in the U.S.
This speaks to the undeniable change in viewing habits occurring in the country. Positive trends for Connected TV show no sign of slowing down, which cannot be said for traditional TV. According to S&P Global Market Intelligence’s Kagan, traditional TV saw a 3.8% drop in viewers in the past year, marking a significant decline. Advertisers have an emerging opportunity to connect with the growing number of consumers who have moved beyond traditional television, and should act on it sooner rather than later.
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