We Watch More TV and Less TV
TV may be dying before our eyes, but video is the future for advertisers, in addition to cable and wireless infrastructure giants.
For nearly a decade, pundits have argued over the so-called cutting of the cord, whereby over-the-top video offerings could replace pay TV packages, potentially creating a headache for cable and satellite giants such as Verizon, AT&T, Comcast and DirecTV.
As the industry consolidates, those fears now seem slightly beside the point. Old cable monopolies, duopolies - or whatever -- will remain the gatekeepers to media content. Still, user habits are in the midst of dramatic change.
The millennials may be the first generation in the U.S. that doesn't aspire to buy a monthly cable package. Instead, video has become readily accessible through broadband and wireless infrastructure and through an increasingly easy-to-use ecosystem of applications and devices.
Instead of fighting for the last dollar from pay TV bundles, wireless and broadband providers are now in the process of building business models that will benefit from rising video usage, even if cable bundles are eventually broken.
Those who are ahead of the curve or are in good financial stead such as Verizon and Comcast appear poised to benefit. Risks may emerge for traditional cable content giants such as Disney, Time Warner, News Corp and Discovery Communications.