WHY THIS MATTERS:Media companies and Wall Street have been closely watching the decline in the number of pay-TV households because fewer pay-TV subscribers mean slower growth in distribution revenue for cable networks.
By Charlie Buchwalter, President and CEO, Symphony AM
It's true that millennials are leading the cord-cutting charge. It's also true that millennials are very much in love with TV. Reconciling these two realities has been a challenge for the television business because revenue is tied to an outdated rating metric that discounts the demographic advertisers care most about. But before we declare the television business dead, we need a precise count of millennial viewers and a better understanding of how they consume television content.