Method is gradually rolling out beautifully designed white papers illustrating insights they’ve gained over their first 10 years of operation. I just read David vs. Goliath which is about OTT services (like Hulu, Boxee, etc.) vs. Big Cable. Aside: if you’ve noticed food network briefly being unavailable or the threat that ABC 7 will leave the Cablevision airways soon then you know how volatile this discussion is on all fronts.

What I found striking about this piece is that current TV owners aren’t “cutting the cord” of cable TV, but rather new potential subscribers simply aren’t signing on to their service. I don’t quite fall into the category of digital Native, but I have family that does. And I can say that this finding looks like it’s true from my anecdotal field research.