Cord cutting is continuing to grow and, at the end of 2023, 55% of Americans who used a smart TV exclusively streamed their programs, according to Inscape’s TV Market Trends Report from Q4 2023.
Just 40% of Americans use both streaming and cable TV, leaving only 5% of Americans relying 100% on cable TV to watch their programs.
The bad news for cable TV does not stop there. 63.9% of Americans only streamed TV content. 29.6% mostly streamed their TV with just a little cable TV programing. That means 93.5% of all TV viewing on connected TVs was done either all by streaming or mostly by streaming.
This number is up from 45% at the end of 2021 that showed subscribers exclusively streamed their TV. Americans who just use cable TV has dropped from 9% at the end of 2021 to 5% at the end of 2023.
Increasingly Americans are finding that even with cable TV they need streaming to watch everything they are looking for. Of those who still pay for cable TV, the majority also stream content in 2023.
In 2023, the number of Americans who exclusively streamed TV jumped 5.7%.
As we go through 2024, streaming is becoming easier than ever as new options to stream sports, for example, are becoming more common.
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