According to a new study by Rovi, while over 57% claim to have given cord cutting either “a lot of” thought or “some” thought – a meager 3% have actually reached for the proverbial scissors.
At 7%, the US had the highest number of actual cord cutters compared to the other regions – while in Germany, France, China, and India only 2% of respondents in each of those countries were actual cord cutters
Moreover, instead of service fees, the survey found difficulty of content discovery to be chief among viewers’ woes, with nearly 73% of all respondents claiming to be “extremely” or “somewhat” frustrated when they can’t locate enjoyable content. Rovi found that, on average, respondents spend 19 minutes per day searching for something to watch
“The ultimate goal for service and content providers should be to connect consumers to the entertainment programming that is most relevant to them at any given moment across a range of devices,” comments Michael Hawkey, senior vice president and general manager of discovery, Rovi. “Providers need to offer the same level of advanced usability that consumers now expect from any other web, mobile or social media service.”