According to the Leichtman Research Group, traditional cable TV operators lost 1,734,521 subscribers in 2013. Overall, the pay TV sector saw a decline of 105,000 overall customers. Later, SNL Kagan released numbers that were slightly higher stating that the pay TV industry saw a decline of 251,000 subscribers in 2013. Even the one of the biggest anti-cord-cutting analyst has changed his tune now and admits that cord-cutting is a real danger to the traditional cable TV operators.
Now, a new report from Experian Marketing Services says that about 6.5% of American households have cut the cable cord. That’s about 7.6 million homes without cable television service, up from 4.5%, or 5.1 million homes back in 2010:
“In any household that includes at least one member of the millennial generation, the 18 to 34 age group, the figure rises to 12.4%, from 4.5% in 2010. In any household that has a subscription to Netflix (NASDAQ:NFLX) or Hulu, the figure rises to 18.1%, from 12.7% in 2010. In any household that has a smart phone or a tablet, the likelihood that they have cut the cord increases substantially. Owners of Apple (NASDAQ:AAPL) devices are most likely of all to cut the cord.”
Those who watch video on any device are much more likely than others to eliminate cable television service. But interestingly, the final deciding factor in cutting off cable television service is getting that big screen in the living room hooked up to the Internet.
Owners of the following devices are three times more likely to cut the cord: Roku, Apple TV, Google Chromecast, Amazon’s Fire TV.