Understanding the Cord-Cutters: An Adoption/Self-Efficacy Approach

Abstract

ABSTRACT In recent years, there has been a trend toward “cord-cutting” by media consumers. Cord-cutting is the abandonment of paid subscription television in favor of video-streaming services. This research examines the phenomenon and proposes a framework for understanding its drivers based on two well-worn consumer behavior models: (1) consumer adoption and (2) self-efficacy. The framework proposes that cord-cutting is driven by the three needs of mobility, value, and autonomy, plus demographics. Totally, 14 hypotheses are tested, eight of which are accepted. Finally, media consumers are divided into four broad categories based on age and need for autonomy: Beautiful Streamers, Either/Ors, Both Worlds, and Cable Cabal.