Cord cutting has become one of the biggest changes in how people watch TV over the past ten decade, as millions of households move away from traditional cable and satellite TV in favor of streaming services, over-the-air (OTA) channels, and other digital alternatives.
Driven by factors such as high subscription costs, the convenience of on-demand content, and the rise of popular streaming platforms like Netflix, Hulu, and Disney+, cord cutting is reshaping how Americans and viewers worldwide consume entertainment.
In this article, we are going to take a look at 30+ cord cutting statistics showcasing how viewers are moving away from traditional TV, why they are making the switch, and more.
Top Cord Cutting Statistics
U.S. Cord-Cutting Households Projected to Reach 60.3 Million by 2027
The number of cord-cutter households in the United States is projected to grow steadily through the middle of the decade, reflecting the continued shift away from traditional pay TV services. In 2020, approximately 30.8 million U.S. households had cut the cord, a figure that increased to 36.5 million in 2021 and reached 47.6 million by 2023.
This upward trend is expected to continue, with cord-cutter households forecast to rise to 51.5 million in 2024, 54.7 million in 2025, and 57.6 million in 2026. By 2027, the total number of U.S. cord-cutting households is projected to reach 60.3 million, underscoring the accelerating decline of traditional pay TV adoption.
| Year | U.S. Cord-Cutter Households |
| 2027 | 60.3 million |
| 2026 | 57.6 million |
| 2025 | 54.7 million |
| 2024 | 51.5 million |
| 2023 | 47.6 million |
| 2022 | 43 million |
| 2021 | 36.5 million |
| 2020 | 30.8 million |
Cord-Cutting Drives Non-Pay TV Households to 80.7 Million by 2026
U.S. cord-cutting is projected to accelerate sharply over the coming years, signaling a major transformation in household television consumption. By 2026, an estimated 80.7 million U.S. households are expected to be non-pay TV households, compared with just 54.3 million households still subscribed to traditional pay TV services.
This represents a dramatic reversal from 2018, when pay TV dominated with 90.3 million subscribing households, while only 37.3 million households relied on non-pay TV options. The gap has steadily narrowed year over year, with non-pay TV households projected to overtake pay TV households by 2026.
| Year | Pay TV Households | Non-Pay TV Households |
| 2026 | 54.3 million | 80.7 million |
| 2025 | 56.8 million | 77.2 million |
| 2024 | 59.6 million | 73.2 million |
| 2023 | 62.8 million | 68.9 million |
| 2022 | 66.4 million | 64.3 million |
| 2021 | 71.6 million | 58.3 million |
| 2020 | 77.5 million | 50.9 million |
| 2019 | 84.4 million | 44.6 million |
| 2018 | 90.3 million | 37.3 million |
Cord-Cutting Pushes Non-Traditional TV Households to 75% by 2026
The share of U.S. households with a television but without a traditional TV subscription has risen steadily over the past decade and is expected to reach a critical threshold by 2026. In 2015, only 20% of TV households lacked a traditional cable or satellite connection.
By 2023, that share had climbed to over 60%, representing a 7 percentage point increase from the previous year alone. This upward trend is projected to continue, with an estimated 75% of U.S. TV households expected to be without a traditional TV subscription by the end of 2026.
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Cord-Cutting Trends and U.S. TV Subscription Statistics
35 Million Americans Have Never Subscribed to Cable Television
Around 35 million Americans have never had a cable TV subscription, showing a clear shift in viewing habits among younger consumers. Many of these individuals are younger adults, including college students and recent graduates, who grew up using streaming services instead of traditional cable. As they start their own households, they are choosing streaming platforms over cable, contributing to the long-term decline of traditional pay TV adoption.
U.S. Pay TV Has Lost Over 20 Million Subscribers Since 2014
U.S. cable and satellite television providers have experienced a significant and sustained decline in subscribers over the past decade. Since 2014, pay TV services have lost more than 20 million subscribers, highlighting a long-term shift away from traditional television platforms.
The pace of subscriber losses has accelerated in recent years, with the COVID-19 pandemic acting as a major turning point. In 2020 alone, more than 5 million U.S. households canceled their pay TV subscriptions, marking one of the steepest annual declines on record.
Pay TV Adoption Among U.S. Adults Falls From 76% to 56% (2015 to 2021)
The share of American adults subscribing to cable or satellite television has declined sharply over the past decade. In 2015, approximately 76% of U.S. adults paid for a traditional pay TV package. By 2021, that figure had fallen to just 56%, representing a 26% drop in adoption over six years.
Cable TV Prices Reach $217 per Month, Surpassing Household Utilities
The rising cost of traditional cable television has become a major factor driving cord-cutting in the U.S. The average household cable package now costs approximately $217.42 per month, making it more expensive than the combined average monthly cost of all other household utilities, which totals about $205.50.
Comcast Video Subscribers Fall From 22.6M to 14.5M Since 2014
Cord cutting has had a substantial impact on major U.S. pay TV providers, including industry leaders. Comcast, the largest cable TV operator in the United States, has lost more than 8 million video subscribers since 2014, with its subscriber base declining from 22.6 million in 2014 to approximately 14.5 million today. A similar trend is evident in the satellite TV segment, as DirecTV has shed around 8.42 million subscribers over the same period.
Over One-Third of Americans Maintain Both Cable and Streaming Subscriptions
Despite the rapid growth of streaming, a significant share of U.S. consumers continues to maintain a mix of traditional and digital viewing options. Survey data shows that over one-third of Americans have both cable and streaming subscriptions, with 32% reporting that they currently pay for cable in addition to streaming services such as Netflix and Hulu.
A further 3% indicate they previously relied only on streaming but have since added a cable subscription. At the same time, 11% of Americans say they have exclusively used streaming services, highlighting the coexistence of hybrid viewing habits alongside fully digital consumption.
Live Sports Drives 18% of Former Cord-Cutters Back to Cable
Recent research suggests that cord-cutting is not always permanent for a large share of consumers. A survey of 500 cable TV subscribers found that nearly half are former cord-cutters who returned to traditional cable services after previously canceling them.
Among those who resubscribed, access to live sports was the leading reason, cited by 18.4% of respondents, followed by live entertainment events at 10.0%. Additionally, 9.7% reported that bundled offerings, including cable packaged with internet or other services, were a key factor in their decision to return, highlighting the continued appeal of live content and bundled value propositions.
23% of Cord-Cutters Turn to Free Over-the-Air TV
About 23% of people cut the cord to watch free TV using an antenna. Antennas usually cost between $50 and $200 as a one-time purchase, with no monthly fees. This setup allows viewers to access local channels and some live sports for free, making over-the-air TV a simple and low-cost option for casual viewers.
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Cord Cutting Consumer Statistics
High Costs Drive Cord-Cutting for 86.7% of Consumers
Cost remains the dominant factor driving cord cutting among U.S. consumers. Survey data shows that 86.7% of respondents cite high prices as the primary reason for canceling traditional pay TV services. Changing viewing preferences also play a significant role, with 39.7% indicating a preference for streaming platforms over cable or satellite TV.
Additionally, 23% of respondents report switching to antenna-based TV as an alternative, while 15.9% favor binge-watching formats that are more common on streaming services. Lifestyle changes also contribute, as 13% cite moving and choosing not to renew services, and 7.7% point to a preference for original content available on streaming platforms.
| Top Reasons | Share of respondents |
| Price | 86.7% |
| Preference for streaming | 39.7% |
| Switching to antennae TV | 23% |
| Prefer binge watching | 15.9% |
| Moving and don’t want to renew services | 13% |
| Preference for original content on streaming services | 7.7% |
Young Adults Lead U.S. Cord-Cutting, Cable Subscriptions Fall to 34%
Young adults are leading the cord-cutting trend in the U.S. Among 18 to 29 year olds, the share with a cable TV subscription dropped from 65% in 2015 to 34% in 2021, the largest decline across all age groups.
Adults aged 30 to 49 also reduced their cable usage, falling from 73% to 46% over the same period. In contrast, Baby Boomers remain the most loyal subscribers, with 86% of those 65 and older having cable in 2015 and 81% still subscribed today.
52% of Former Cable Subscribers Report No Regret After Cord-Cutting
Most U.S. households are satisfied after cutting the cord. Survey results show that 52% of former cable subscribers say they do not miss anything after canceling their service. Among those who do miss certain content, 23% say they miss live sports and 22% miss local or national news. However, many of these viewers are able to access sports and news through live TV streaming services or over-the-air (OTA) options, reducing the need to return to traditional cable TV.
30% of U.S. Cable Subscribers Consider Canceling Their Service
About 30% of Americans with cable TV say they are likely to cancel their subscriptions. Among the 45% of adults who had cable in February 2022, 21% said they were likely to cancel, and 9% said they were very likely to do so. Meanwhile, 25% were neutral, 11% were unlikely, and 34% said they were very unlikely to cancel, showing that a significant portion of cable subscribers are considering leaving.
Only 5% of Cord-Cutters Regret Canceling Cable or Satellite TV
Cord-cutting satisfaction remains very high among U.S. consumers, with only about 5% of former cable or satellite TV subscribers expressing regret over canceling their traditional TV services. This low level of dissatisfaction highlights that the vast majority of cord-cutters are content with their decision and find alternative viewing options, such as streaming or over-the-air TV, sufficient for their entertainment needs.
Live Events Drive 29% of Former Cord-Cutters Back to Pay TV
Over one-third of U.S. and Canadian cord-cutters resubscribed to pay TV services because they were unable to access all the entertainment they wanted. Cost was less of a concern for many, as over 2 in 10 respondents said the services were not very expensive. Additionally, 29.1% of those who returned to pay TV indicated that it was the best way to watch major live events.
| Reasons | Percentage of Subscribers |
| Couldn’t get all the entertainment they wanted | 33.8% |
| Consider it the best way to watch major live events | 29.1% |
| Consider it the best way to watch local programming | 27.5% |
| Consider it the best way to watch sports | 27.1% |
| like knowing they always have many channels available | 25.8% |
| have entertainment components that only work with pay TV | 23.2% |
| Think that service is not very expensive | 19.7% |
| Streaming video services are not as reliable | 18.8% |
| got TV service bundled with my broadband Internet service | 17% |
| They can easily skip the ads when recording programs from pay TV | 17% |
89% of Cord-Cutters Would Have Cancelled Cable Regardless of COVID-19
The COVID-19 pandemic had only a limited effect on cord-cutting decisions. According to Media Play News, 89% of recent cord-cutters said they would have canceled their cable subscriptions even without the pandemic.
Early in the pandemic, in July 2020, 31% of cord-cutters said they wouldn’t have canceled if not for COVID-19, but by February 2021, that number dropped to just 11%, showing that most cancellations were driven by long-term trends rather than the pandemic.
Streaming Adoption Trends
U.S. Streaming Subscriptions Reach 354 Million Nationwide
The U.S. streaming market has reached a substantial scale, with an estimated 354 million active streaming subscriptions nationwide. Streaming adoption continues to expand rapidly, reflecting strong consumer demand for on-demand and flexible viewing options. By 2027, streaming penetration is projected to reach 86% of U.S. households with a television, totaling approximately 458 million subscriptions.
Global SVOD Subscriptions to Reach 1.68 Billion by 2027
Global streaming video-on-demand (SVOD) subscriptions are projected to reach 1.68 billion by 2027, representing an increase of 475 million from 2021, according to Digital TV Research.
The leading platforms in terms of subscriptions are expected to be Netflix with 251 million, Amazon Prime Video with 250 million, Disney+ with 207 million, Paramount+ with 82 million, and HBO Max with 77 million. These projections highlight the continued rapid growth of the global streaming market and the dominance of major players in the SVOD space.
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Hulu, Netflix, and Amazon Prime Provide Vast Entertainment Library Under $40/Month
With just three streaming subscriptions Hulu, Netflix, and Amazon Prime Video cord-cutters can access over 11,000 seasons of TV shows and more than 13,000 movies, according to Ampere Analysis. All three services together cost less than $40 per month, providing a vast library of commercial-free entertainment at a fraction of the cost of traditional cable.
Netflix Revenue Rises From $3B to $29.7B in a Decade
Netflix has experienced remarkable growth over the past decade, with annual revenue increasing from just over $3 billion ten years ago to $29.7 billion today. The company reported a net income of $5.16 billion and employs more than 11,000 people across 60 countries. This growth reflects Netflix’s global expansion and its position as a leading streaming service worldwide.
Netflix Leads U.S. Streaming with 60% Weekly Viewership
Netflix continues to be the most popular streaming platform in the U.S., with about 3 in 5 Americans (60%) watching it at least once per week. Other widely watched platforms include YouTube at 44%, Hulu at 42%, Amazon Prime Video at 39%, and Disney+ at 27%, showing strong competition but clear dominance by Netflix in weekly viewership.
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89% of Marketers Say Streaming Ads Are as Effective as Traditional TV
Marketers are increasingly prioritizing streaming platforms as a core advertising channel, reflecting changing audience behavior and media consumption patterns. According to industry data, 89% of marketers believe that advertising on streaming platforms is equally or more effective than traditional television advertising.
This confidence is translating into budget shifts, with 43% of marketers now ranking streaming services as the top channel for brand storytelling. By comparison, only 29% place social media first, while 26% still consider traditional TV their primary storytelling medium, underscoring the growing dominance of over-the-top (OTT) platforms in modern advertising strategies.
Apple TV+ Reaches 25 Million Paid Subscribers
Apple TV+ has grown to 25 million paid subscribers, driven by popular original content such as Ted Lasso and the Oscar-winning film Coda. In addition to paying customers, the platform reaches another 50 million users through free promotional access, highlighting its expanding audience and strong appeal in the competitive streaming market.
One in Four Americans Cancel and Later Resubscribe to Streaming Services
About 25% of Americans “churn and return” to video streaming services, meaning they cancel and later resubscribe. This behavior is even more common among younger generations, with 35% of Gen Z and 38% of Millennials having canceled and re-subscribed to a streaming platform in the past 12 months, showing that switching between services is a frequent trend among younger viewers.
Households Choosing Free, Ad-Funded Streaming Increase Rapidly
Ad-supported streaming services are growing faster than subscription-based platforms in the U.S. Between 2020 and 2022, households streaming ad-supported video increased by 29%, compared to 22% growth for subscription-based services, according to Comscore.
Platforms like Sling and Tubi offer content without monthly fees, funding their services through ads in a model similar to traditional broadcast TV, making them an increasingly popular option for cost-conscious viewers.
Wrapping Up
The trend of cord cutting is expected to continue growing in the coming years, reshaping the television and entertainment industry. It is expected that most U.S. households with a TV will stop using traditional cable or satellite services.
Streaming platforms will keep growing, adding more shows, movies, and original content, often with flexible pricing to attract viewers. Free options like over-the-air (OTA) TV and ad-supported streaming will also become more popular, offering cheaper alternatives.
