“The fact that a statistically significant increase in broadcast-only reception occurred over just one year may be further proof that the cord-cutting/cord-never phenomenon is accelerating,” says David Tice, SVP in GfK’s Media & Entertainment practice.
GfK’s 2016 Ownership and Trend Report1 says that 17% of US TV households now rely on broadcast-only (up from 15% in 2015) and that another 6% of US TV households only use Internet services such as Netflix, Amazon Prime, Hulu, or YouTube (up from 4% in 2015).
Among those 18-34, 22% rely on broadcast-only reception and 13% get their programming over the internet.
Per GfK’s accompanying infographic, 4k televisions sales grew an anemic 5% in 2016 and only half of those who own 4k sets are actually watching UHD content.
1 The study was conducted among 3,009 US households, including representative levels of non-TV, non-internet, cell-phone-only, and Spanish dominant homes.