Report: TV Everywhere Falls Short

Despite all the rapid growth and media attention, “cord cutters” and over-the-top (OTT) video services don’t pose a serious threat to pay-TV providers, at least not yet, says Altman Vilandrie & Co. Ominous signs are there, however, particularly when it comes to competition for fast growing mobile device viewing, according to an Altman’s annual survey of consumer viewing habits.

Less than 5% of US consumers watch online video regularly instead of subscribing to cable TV, an insignificant year over year increase, researchers said. Most of those who “cut the cord” did so for reasons of affordability or perceived value of their cable service, “not because online video was a complete substitute,” Altman Vilandrie said. While not a complete substitute, 80% of consumers under 35 now watch TV shows and movies online weekly, along with nearly half of older viewers. “Mobile device viewing is exploding with more than a quarter of people under 45 watching TV shows and movies on a tablet weekly,” according to the market research company.