Today TiVo released their quarterly study of American viewing habits. In this study TiVo talked with over 3,000 adults 18 years old or older. The study was conducted by a leading third-party survey service hired by TiVo.
The study revealed that now 17.2% of Americans no longer pay for a cable TV or satellite TV service. This combines the so-called cord nevers and cord cutters. The survey also revealed that 85% of all cord cutters canceled their service because of the cost of cable TV.
Antenna usage was also up to 45.9% of cord cutters using an antenna—the highest rate so far.
This data lines up well with the recent reports of cable TV and satellite TV providers seeing declining subscribership rates over the last few years.
The question now is what will the breaking point be. At some point, the tables will tip and the number of cord cutters will slowly overtake the number of pay-TV subscribers.
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