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For Consumer Product Strategy Professionals

Online Video On TV Leads To Cord-Cutting By 2012

by James L. McQuivey, Ph.D.

with Mark Mulligan, Annie E. Corbett

Tags: Product Portfolio Strategies, Product & Solutions Strategies, Technology Product Strategies

Why Read This Report

A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so appealing that new players and providers are stepping up to draw viewers away from their traditional linear viewing habits. Although viewers aren't ready to cut the cable cord, this shift in behavior will lead some consumers to consider cord-cutting starting in 2012. Forrester recommends that media product strategists of every type start the countdown clock so that they can counter the cord-cutting pressure even before it happens.
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    TABLE OF CONTENTS

    • People Have More Online Video To Watch On A TV Than Ever Before
    • An Array Of Over-The-Top Video Devices Have Finally Landed In US Homes

    • WHAT IT MEANS

      Consumers Don't Know It Yet, But This Road Leads To Pay-TV Cord-Cutting

    • RECOMMENDATIONS

      Prepare Now For The Pain — And Opportunity — The Coming Cuts Will Deliver
    • Supplemental Material
    • Related Research Documents

    TOOLS & TEMPLATES

    • Best Practice Assessments:

      Nearly 25 Million Homes Now Go Over The Top

     
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