Business STATS A N D FACTS A Look at Cord-Cutters and Cord-Nevers ATSC 3.0, the next-generation DTV broadcast standard, is expected to be introduced in 2019. CTA's Impact of Next-Gen TV on Consumer Behavior study (August 2017) examines video content sourcing behaviors and the possible impact ATSC 3.0 will have on consumers. RECENT CORD-CUTTERS: WHY DID THEY CUT THE CORD? 72% WHICH NEXT-GEN TV FEATURES WOULD ENCOURAGE CORD-CUTTING? 114 Better picture clarity (4K UHD and HDR) Most Important 24 Did not watch enough content to justify cost 23% Say lack of content was a primary influence 9 Content packages available were not impressive 8 Content choices available within my package were not impressive 6 Lack flexibility in selecting content of choice Somewhat less important 13 Cost of equipment to access content/services too expensive 82 Better sound quality (immersive audio) 80 Simultaneous search broadcast TV and VOD programming Much less Important 16 Alternative options available at lower cost 111 On-demand experience with live TV 100 Built-in antenna 66 User-friendly interface (viewer-customized home screen) 55 Watch free local TV broadcasts on mobile devices Not Important at all 19 Cost of content was too expensive 34 Predictive recommendations 29 Choose camera angles on sports broadcasts 26 Targeted advertising and location-based emergency alerts 5 Other SCREENS USED FOR CONTENT VIEWING IN THE PAST 12 MONTHS 2016 (Top Five Devices) Television 86% 87% Smartphone 64 Tablet 65 68 NOVEMBER/DECEMBER 2017 Desktop computer Notebook, laptop or netbook computer 53 37 2017 46 49 34 39 I T I S I N N O VAT I O N Wires: iStockPhoto/Getty Images; All Charts - Source: CTA Market Research Say cost was a primary influencehttp://www.cta.tech/research http://www.cta.tech/research