Digitalsmiths, a TiVo-owned research company, recently released their third quarter 2015 study of consumer video trends. As part of the study they asked several thousand people if you have ever had cable or satellite TV service and 38.6% said they never have.
This is a very scary number for cable and satellite TV companies. Just like with home phone service, an increasing number of Americans just have never paid for it. More Americans do not have a home phone than do as of 2015. You have to wonder how long it will be before more Americans do not have cable TV than do.
An additional to the 38.6% who never had cable TV 19.3% of Americans had canceled paid TV services in the last 12 months. That shows a huge increase in the rate at which people are canceling cable TV, as only 42.1% had canceled cable TV over a year ago.
As cord cutting continues to grow these numbers will keep increasing. It is no surprise that so many new companies are eager to jump into the online video market to reach this growing market. With about 100 million people still paying for cable TV in 2015 you can expect millions of people will become cord cutters soon.