As pay TV operators and internet service providers (ISPs) navigate a rapidly evolving video consumption landscape, understanding current trends is crucial for maintaining a competitive advantage and enhancing user engagement. The latest insights from the TiVo Q4 2024 Video Trends Report reveal significant patterns and shifts in viewer behavior that can inform strategic decisions. Three key trends are shaping the future of pay TV and broadband. Together, they help signal where the industry is headed — and where opportunities lie. Trend 1: Decreased intentions to cut the cord Despite the growing popularity of streaming platforms, the allure of pay TV remains strong, with a notable decrease in consumers planning to cut the cord. According to the Video Trends Report, only 25.7% of respondents anticipate discontinuing their pay TV services in the next six months — a decrease from 27.6% the previous year. This trend highlights an upturn in the value…