CORD CUTTING – AN OPPORTUNITY FOR OOH
Kym Frank — Cutters, Shavers and Nevers
Kym Frank, Geopath President, reminded by the recent Netflix/Regency rumors, addresses the relevance to the overwhelming and growing withdrawal from monthly cable or satellite services. Commonly called Cord Cutting, Ms. Frank discusses the cord cutting phenomenon and the prospect created for OOH.
CORD CUTTING TRENDS – AN OPPORTUNITY FOR OOH
by Kym Frank
with – a “Cord Never.” Or maybe you have already done one of these yourself.
cord-cutters are spending 11 more hours watching Netflix every month than
those who subscribe to cable or satellite – yet another testament to value for dollars.
this is not to be unexpected. first the newspaper industry, now traditional tv consumption. It COULD BE an opportunity for OOH, but we need to learn the lesson that is being played out here, and that is this:
The Millennial gen is demonstrating a far lower tolerance for poor-value enterprises than any generation before them.
When was the last time you were either entertained or impressed with the content of your local daily newspaper? as a result, subscriptions have been bleeding out. And for all it’s “variety” of programming, the big networks and the second-tier cable channels are at a loss for quality material. for every one good show, there are dozens that would have never made the cut 20 years ago. And hence, viewership has spoken and evolved, leaving traditional tv in a very precarious position.
We would be wise in the Out of Home industry to recognize today’s trend of valuing quality over quantity and make sure we are delivering quality designs IN ADDITION TO a quality schedule of reach and frequency.
johnny billboards- John Schelich, Tremendous insights and comments.
“Valuing quality over quantity,” advice not offered or followed often enough.
Thank you for your succinct points.