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They’re just selling more stuff to existing customers. In other words, cable companies and broadcasters aren’t bringing in new customers. A Times/CBS News survey “found that people under the age of 45 were about four times as likely as those 45 and over to say Internet video services could effectively replace cable.”

Despite the fact that 677,000 new subscribers signed up for pay TV services in the first quarter, the number of young people that are willing to pay for cable continues to decline. And NBC and CBS, which have always had older viewers, are also seeing the median age of their viewers rise.Įven the New York Times - which took on the cord-cutting phenomenon with the headline “ Plenty to Watch Online, but Viewers Prefer to Pay for Cable” - couldn’t ignore the obvious.

Fox’s median age has also jumped, from 29 to 44. Twenty years ago, the median age for ABC viewers was 37 today it’s 51. However, one needs only to look at audience demographics to see that big cable’s ability to draw in new viewers is waning, and that spells trouble for the TV industry as a whole.ĬNET reports that the average age for broadcast TV viewers has risen dramatically over the past two decades. Cable, satellite and IPTV companies have continued to draw in new consumers to their pay TV services, and have even been successful in convincing existing subscribers to pay more for premium video content. It’s still heady days for the cable industry. What killed it wasn’t just a combination of ad-supported online video sites and cheap subscription video services, but a fundamental inability on the part of TV programmers and cable companies to reach the next generation of consumers. The $100 cable bill is dead the cable industry just doesn’t know it yet.

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