Cord-cutting take off until the end of the year
The number of Americans who are cutting the cord on cable is increasing and a study made by eMarketeer alerts us precisely to that reality.
According to this Digital Marketing company, in 2017, a total of 22.2 million adults in the US will have cut the cord on cable, satellite or telco TV services. At the same time, the study says that the number of "cord-nevers" (consumers who have never subscribed to pay TV) will increase 5.8% (about 34.4 million Americans).
Overall, 196.3 million adults in the US will maintain their pay TV (cable, satellite or telco), down 2.4% compared to 2016. In 2021, eMarketeer estimates that this number will drop to 181.7 million, a fall of almost 10% compared to 2016.
In the year 2021, the number of cord-cutters will reach an equal number of people who have never subscribed to a pay TV service: 81 million. Basically, about 30% of American adults will not have pay TV service.
However, we have to take into account that these numbers do not include subscriptions to "virtual" internet TV services, such as Dish Network's Sling TV, AT & T's DirecTV Now, Hulu's live TV service, or YouTube TV. Something that analysts belittle, since the trend so far is that subscribing to over-the-top TV services have not influenced the decline in the numbers of pay television viewers.
What is certain is that several TV programmers have launched or are preparing to launch direct-to-consumer streaming services. As in the case of Disney, which in 2018 will launch the no-cable-needed ESPN OTT package (although that will exclude NFL and NBA games), and CBS, which launched All Access in 2014.