Last year, the cable, satellite and telecoms providers added just
46,000 video customers collectively, according to research firm SNL
Kagan. That is tiny when compared to the 974,000 new households created
last year. While it's still 100.4 million homes, or 84.7 percent of all
households, it's down from the peak of 87.3 percent in early 2010.
Nielsen's study suggests that this new group may have left traditional TV for good. While three-quarters actually have a physical TV set, only 18 percent are interested in hooking it up through a traditional pay TV subscription.
Zero TVers tend to be younger, single and without children. Nielsen's senior vice president of insights, Dounia Turrill, says part of the new monitoring regime is meant to help determine whether they'll change their behavior over time. "As these homes change life stage, what will happen to them?"
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