Pandemic Prolonging Shift Away From Linear TV, Says Raymond James
COVID-19 “reversed a decade” of video consumption trends, the Raymond James media usage survey for December found. Consumers value cable and satellite TV “a little more during a pandemic,” it found. Though “cable-first” homes in December declined to 31% of…
Sign up for a free preview to unlock the rest of this article
Timely, relevant coverage of court proceedings and agency rulings involving tariffs, classification, valuation, origin and antidumping and countervailing duties. Each day, Trade Law Daily subscribers receive a daily headline email, in-depth PDF edition and access to all relevant documents via our trade law source document library and website.
respondents from 32% in May, “this is still significantly elevated from the 28% of respondents who reported as such pre-COVID” in November 2019, it said. “As consumers were forced to shut in and the TV screen became the primary entertainment vehicle, the value of basic pay-TV packages was reaffirmed.” Cord shaving remains the “norm” over cord cutting, as 21% “expressed intent to trade down" from their current video package, compared with 24% in May and 22% in November 2019. The percentage of respondents intending to cord cut stayed flat at 6%. “In light of the current stay-at-home, recessionary environment, it makes perfect sense why a greater percentage of respondents would look to keep linear TV while simply reducing their monthly spend.” Raymond James projects that the “ultimate transition” to over-the-top streaming and away from linear TV “is likely to be even more protracted as a result of COVID-19.”