New Study Says by 2025, Half of Consumers Under 32 Won’t Pay for Cable

Resistance is futile: The 'cord-nevers' cannot be stopped


Forget cord cutters: "cord-nevers" are the people CMOs should be worrying about. A new Forrester study predicts that by 2025, 50 percent of adults under 32 won't pay for traditional cable subscriptions.

An online survey of 32,000 U.S. adults found that 76 percent subscribe to cable. Of the 24 percent who don't pay for cable, 18 percent are cord-nevers—people who have never paid for a cable subscription—while 6 percent are cord cutters, meaning they have canceled their cable subscriptions.

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