US pay TV subscriptions peaked in 2012 at 100.3 million and have been declining ever since. Approximately 10 million people have “cut the cord” in the last five years, and another 10 million are expected to do so within the next five years.
And yet, the rate of cord-cutting could accelerate dramatically if the streaming industry meets five perceived needs of cord-shavers and cord-traditionals.
Recent research commissioned by Roku, including a landmark cord-cutting study of 18,350 US TV households, found that there were five factors most cord-shavers or cord-traditionals say they need before they will cut the cord.
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