Cord Cutting Ripples into Europe

Brands called to rethink multi-screen video advertising strategies

Posted on Aug 20, 2014 by Lacey Fabrizio, Product Marketing Manager, YuMe

Cord-cutting in the United States isn’t a new phenomenon but this year, according to eMarketer estimates, UK adults’ embrace of digital will cross a symbolic threshold as time spent with digital media surpasses time spent with TV for the first time. Additionally a recent IHS Technology reports, “TV cord-cutting is now an undeniable phenomenon in a large number of European markets.” In fact, a dozen European countries saw a decline in pay TV uptake in the first quarter; 6 of those countries seeing declines in two consecutive quarters. “Cord-cutting” is defined as consumers who choose to use the Internet to watch traditional television programming as opposed to spending money on a cable or satellite TV service provider.

It is crucial for brands and advertisers to be able to follow consumers from TV to digital across multiple screens.   Consumption patterns are changing and forcing brands to rethink multi-screen planning which in turn leads to more brand dollars moving towards digital media.

As cord cutting increases, so does device penetration in the home.  YuMe set out to determine the household reach of multi-screen devices and measure the impact on brand metrics for advertisers and therefore monetization opportunities for publishers.

Device Penetration in the House

Data suggests that publishers stand to benefit greatly from consumer adoption of a multi-screen lifestyle as a way to watch programming that was once exclusively native to television. If the cord-cutting movement continues to ripple into Europe we hear nothing but good news for video ad Publishers. Interested in hearing more good news for video ad Pubs? Please email us at: publishermarketing@yume.com