Cord-Cutting Accelerates Among Argentina's Millennials - eMarketer

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Cord-Cutting Accelerates Among Argentina's Millennials

Increased mobile internet access may allow more in Argentina to cut cords

August 9, 2016 | Media

While a solid majority of millennial households in Argentina have pay TV subscriptions, a report from Carrier y Asociados highlights that nearly one in 10 millennial households became cord-cutters within the 12 months leading to April 2016.

Pay TV Subscriber vs. Nonsubscriber Share Among Millennial Households* in Argentina, April 2016 (% of total)

To compare, just 5% of respondents living in households whose members were exclusively 18 to 32 said they had already cut the cord before that. Meanwhile, 17% had never been pay TV subscribers.

It’s easy to think of 8% as a small figure, but when 8% of those who had a pay TV subscription just 12 months ago suddenly become cord-cutters, that’s actually a substantial decrease. And it indicates an acceleration in cord-cutting, with the overall share of cord-cutters more than doubling between 2015 and early 2016.

And this acceleration is occurring when pay TV subscriptions are set to rise across the region in years to come.

Of course, pay TV subscription growth doesn’t necessarily negate the cord-cutters seizing a larger part of the market—they could, for instance, be growing faster. And with HBO Go set to expand its streaming service to Argentina this year, there are more streaming options for millennials—and all age groups—in Argentina, meaning fewer reasons to keep the cord.

Increased mobile connections might be allowing for some cord-cutting, too. For example, eMarketer reports that the number of mobile phone internet users in Argentina will grow by 14.2% from 2015 to 2016, which allows for more viewing and streaming options.

And an April 2016 survey by Mobile Marketing Association (MMA) reveals that 26% of mobile internet users in Argentina say they watch movies and TV series via their mobile. While that’s low on the overall scale of mobile activities, it nonetheless points toward mobile access for cord-cutters.

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