When it comes to choosing a service to help them cut the cord, consumers are picky eaters who want what they want, when they want it.
“On a fundamental basis, viewers are now highly individualized,” said Peter Orlik, director and professor for the School of Broadcasting and Cinematic Arts at Central Michigan University. “Broadcasters and programmers have to realize ‘TV’ no longer refers to a particular type of hardware. It’s just video content.”
There’s been a rise in users of smart TVs and connected devices, like Apple TV or Roku, and Orlik thinks marketers would be wise to advertise on as many platforms as possible and embrace the digital conversion quickly.
Services like Hulu and Sling TV—known as skinny cable bundles—offer viewers live TV and on-demand programs without a traditional cable subscription.
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