60 Million Americans Will Cut the Cord in Next Five Years, Study Says

Remote controlA new study from Roku shows that around 60 million households will watch TV exclusively through streaming by 2024. At that number, streaming will be more popular than traditional pay TV.

As we reported earlier, the Roku study shows that two million Americans have already cut the cord so far in 2019. That’s after 3.5 million people gave up traditional Pay TV video subscriptions in 2018.

“This report shows there is a huge, new generation of streamers who enjoy live and free TV and are extremely satisfied with the decision to watch TV without cable or satellite,” Matthew Anderson, Roku chief marketing officer, said in a statement. “Half of Roku’s U.S. customers don’t have traditional cable and satellite subscriptions and they enjoy the value, ease and breadth of content we offer them.”

Roku attributes the rise in cord cutting to five main factors:

  • Live TV streaming services that offer all of the networks and programming offered through traditional cable packages, making the transition to streaming easier
  • The amount of high quality streaming content available to cord cutters
  • Free, ad-supported services that offer content at no cost, with less ads than traditional TV
  • The convenience of streaming, with 74 percent say streaming is more convenient than Pay TV services
  • Cable companies spending less resources to retain “low-margin video subscribers”

The study goes on to say that 82% of cord cutters are extremely satisfied with their decision to switch to streaming.

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