In a 2017 survey, 18.9 percent of respondents stated that they had cancelled their cable or satellite service within the last 12 months and in a second survey, 7.3 percent of the respondents said that they planned on cutting cable/satellite service altogether. A related group of consumers, referred to as “cord-nevers”, rely solely on internet sources and have never had a traditional TV subscription. A survey taken among North American TV consumers found that 39.7 percent of respondents stated that their use of internet streaming services was the main factor that influenced their decision to cut off cable or satellite services. On the other hand, the most common reason for consumers to cancel their online streaming service subscriptions was that the price of the service became too expensive. Unsurprisingly, cord cutters tend to come from the younger age brackets, as consumers increasingly move online in the search for entertainment.
In regards to the number of non-pay TV viewers in the United States, the number of cord-cutters and cord-nevers are both expected to grow to over 40 million by 2021. By 2022, it is estimated that the number of households not paying for TV services in North America will grow to around 55.1 million and, in 2018, both DISH TV and DIRECTV incurred substantial net subscriber losses, with the cable giants both losing over 1.1 million American subscribers.