The latest article on ‘The Forrester Blog’ is titled “Marketers: focus on video audience fragmentation, not cord cutting”.

Jim Nail says, “With all the talk of cord cutting, you’d think consumers were abandoning video entertainment for a return to Neolithic era telling stories around the campfire after the day’s hunt. I published a report a couple of weeks ago called “Marketers: Don’t Worry About Cord Cutting” that shows this isn’t the case. (First a shout out to my colleague, Jeff Wray, who allowed me to use some of the data in his “Pay TV Forecast 2013 – 2018 (US)”)

Are consumers getting their video entertainment from different source? Yes, largely migrating from cable to telecom providers like Verizon and AT&T. This has little to no impact on how marketers plan and buy their TV campaigns“.

Marketers: focus on video audience fragmentation, not cord cutting

The Forrester Blog

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