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More Americans Aren’t Paying for Cable | Connected TV Weekly Roundup
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More Adults Are Skipping Cable Completely
Cord-cutters and cord-nevers are starting to add up. According to eMarketer, the number of cord-nevers in the US totals over 34 million. The number of cord-cutters over the age of 18 has increased over 33% since 2016 bringing the total to over 22 million. And according to eMarketer estimates, cord-cutters will be nearly equal to the number of cord-nevers by 2021, clocking in at over 40 million each. All these cord-cutters are still watching TV, though, and it’s with Connected TV.
eMarketer and other analysts consider the increasing number of CTV and live streaming services to be a contributing factor to these trends. With offerings from Disney and ESPN joining existing powerhouses like Hulu and Netflix, viewers have enough options to make CTV an appealing option to cable.
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