Increased broadband usage can serve as a predictor of cord-cutting, OpenVault Broadband Industry (OVBI) has found.
According to a study of consumers across the US and Europe, thousands of subscribers that made the move to broadband-only packages during the first half of 2019 steadily increased broadband consumption in the build-up to the switch. The future cord-cutters would use broadband 14 per cent more than average subscribers six months before the change, 20 per cent the month prior and 30 per cent during the month they cut the cord. In the three months following, the difference rose to 70 per cent.
OVBI’s report also highlights the difference of broadband usage of internet-only and pay-TV houses based off an aggregate of millions of subscribers. The average bandwidth consumption of internet-only houses came in at 390.42 GB, while pay-TV homes used an average of 210.89 GB, a difference of 85 per cent.
“As more and more subscribers exhibit cord-cutting behaviour, visibility into usage behaviour and sound usage-based billing plans will help operators to manage increasingly busy networks and ensure subscriber satisfaction,” said Josh Barstow, executive vice president of corporate strategy and business development at OVBI.