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How Millennial “Cord-Nevers” Are Transforming The Mobile Video Revolution
While “cord-cutter” has been a common industry term ever since people started moving away from traditional cable, there is a similar yet unique group of content consumers that are potentially a far greater threat to media and content providers: cord-nevers.

The difference between the two is that content owners aren’t losing viewers as is the case with cord-cutters; they never had them in the first place.

The majority of cord-nevers are millennials; mobile natives who have never subscribed to cable and instead use online streaming services and OTT solutions to get their entertainment fix. And they’re driving a mobile video revolution.

Cord-nevers are a unique group in that their content consumption habits have developed with mobile a central part of the mix. They expect to have choice, to be able to find their entertainment on any device, at any time, and anywhere. Having content packages determined for them – for example, traditional cable subscription – has never and will never appeal to them.

Their expectations and behaviors are in line with broader shifts in the way content is distributed and consumed:

• 14% of US broadband households do not subscribe to pay TV, reflecting the growing shift towards viewing content via digital streaming
• Millennials are 67% more likely than average to be cord-cutters and 77% more likely than average to be cord-nevers
• Tablet and smartphone video plays grew 35% in the past two years and 170% since 2013



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