The simple reality is - consumers enjoy options!

The streaming story is more complicated and more interesting than just the slow march towards cord-cutting. The majority of Americans watch TV and the majority also stream video. Streaming video appears to be approaching saturation among adults under 50, but is growing notably among adults 50+. Almost half of adults 65 and older are now streaming content.

Not only are more people streaming video, but we’re spending more time watching streamed content. Compared to the same time last year, we’re spending 12% more time -- or about an extra half hour per week -- watching streamed content. This holds true among streamers across all age groups.

Netflix has spoiled us. We enjoy the flexibility to watch anything anytime (even when we’re home all the time), and streaming services are investing a lot in bringing us content we want to watch. Access to the content we want, when we want it, is becoming an expectation and cost of entry vs. an opportunity to delight.