Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Streaming-First Consumers Erode Cable TV's Dominance

Almost as many people now use streaming as their chief means of viewing video as use cable

Streaming services seem to be building up a head of steam in the US.

New figures from Raymond James reveal that 31% of internet users polled in November named a streaming service like Netflix or Hulu as their primary method of consuming video content.

That was up from just 24% about a year ago. It was also a scant few percentage points behind the 35% who named cable as their chief means of watching video.

But Raymond James also concluded that consumers are not really eliminating their cable subscriptions as much as "cord-shaving," or reducing their cable packages to so-called skinny bundles that offer fewer channels at a reduced price.

Among the top reasons given by those who retained cable packages for traditional TV service were access to broadcast TV channels, sports content and premium channels.

On the other end, streaming's success can pretty much be summed up in one word—Netflix. Over three-quarters (76%) of respondents named Netflix as one of the services they would pay for if they had to choose just three, based on their current budget.

Netflix's strategy of picking up the back catalogs of content studios at cut-rate prices is long gone, now that it's demonstrated that even decades-old content can still have value in the digital era.

But the company's pivot to creating its own original content appears to be working. According to data from RBC Capital Markets, 58% of Netflix subscribers surveyed in November said the company's original content influenced their decision to sign up.

Netflix appears to be doubling down on its originals strategy. In its Q3 earnings call, the company said it planned to spend $8 billion on content in 2018, hoping to increase the share of that type of material to half of its overall content library.