Consumers have more choices for TV programming and how that content is acquired than at any other time in the history of television. Through an action referred to as cord-cutting, many consumers are choosing to drop their cable or satellite programming providers in favor of lower-priced and more consumer-friendly programming providers such as Netflix, Hulu, and others. Consumer choices are being driven by many factors, including economics, lifestyle, technological developments, and social trends. This case discusses the cord-cutting trend and how it is impacting consumer choices and the business of providing television content to consumers. The case can be used to assist instructors in tying together the standard topics in a consumer behavior course by having students read the case early in the course and to continue referring to it as a series of learning exercises are assigned during the course.
Crawford, John E.
"Cutting the Cord—A Marketing Case: An Examination of Changing TV Viewership,"
Atlantic Marketing Journal: Vol. 5:
2, Article 11.
Available at: https://digitalcommons.kennesaw.edu/amj/vol5/iss2/11