Comcast’s own streaming service aimed at cord cutters and more so the ‘cord nevers’ who never sign up for cable, has now launched.

The only read we can get on cord-nevers is through surveys. A recent U.S. poll by Forrester Research, for example, provides startling numbers. Its online survey of 32,000 American adults found that of the 24 per cent who say they don't pay for cable, only six per cent are cord-cutters, while 18 per cent are cord-nevers.

PwC says a plethora of choices has trained consumers to expect to receive media and entertainment when and where they want it. This means traditional forms of content packaging — like cable TV subscriptions — are becoming less tenable: “It is the connected consumer who is now really in control … cord-cutters are now being joined [by] the ‘cordnevers’, a younger generation who would never think of paying for TV.”

However, the analysts did warn of a younger generation quickly being conditioned to live without the multi-channel video services offered by cable and satellite providers—a demographic they called "cord-nevers."