A quarter of American households don’t subscribe to a pay television service. That’s according to a study by GfK.
Some 17% rely on over-the-air television alone while 6% use the Internet to view programming on a television set, through a smart TV or a device like Apple TV or Roku.
The pace of cord-cutting is accelerating. “It’s a small slice of homes,” GfK SVP media and entertainment practice David Tice tells Variety. “It’s gone from being half-a-percent change per year to two percent, in the case of broadcast-only.”
The 35 and older crowd is getting into pay TV streaming but older, more affluent households are cutting back, either opting for skinner bundles or dropping pay TV subscriptions altogether as a lifestyle choice.