Insights
April 24, 2025
How many Americans have cut the cord? (Q2 2025)
Table of Contents
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77M
U.S. cord-cutting households in 2025
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35%
Cable TV penetration rate (down from 88% in 2010)
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44%
Streaming's share of total TV viewing
An estimated 77 million U.S. households have cut the cord in 2025, now exceeding the 69 million households that still subscribe to traditional cable TV. This represents a historic tipping point: cord-cutters officially outnumber cable subscribers. For small businesses, this shift means the audiences you want to reach are increasingly on streaming platforms, not traditional cable. Here's what the data shows and what it means for your advertising strategy.
What the data shows
The shift from cable to streaming has been dramatic and accelerating. Cable TV penetration has dropped from 88% in 2010 to just 35% in 2025, according to nScreenMedia and industry analysts. Meanwhile, cord-cutting households have more than doubled from 37.3 million in 2018 to 77.2 million projected in 2025.
Key findings from the latest cord-cutting research:
Cord-cutters: 77.2 million U.S. households (projected 2025), up from 68.9 million in 2023
Cable subscribers: 69 million U.S. households (2025), down from 90.3 million in 2018
Penetration rate: Cable TV penetration has fallen from 88% in 2010 to 35% projected in 2025
Revenue impact: Pay TV revenue dropped from $100 billion in 2017 to $84 billion in 2024
Young viewers: 50% of consumers under 32 won't pay for cable TV, according to Adweek research
The trend is clear: cable is declining and streaming is taking over. Learn more about streaming's share of TV viewing.
Breaking down the numbers
Understanding who's cutting the cord and where they're going reveals the full picture of this shift.
TV viewership by category
According to Nielsen's Q1 2025 report, streaming now accounts for 44.3% of all U.S. TV viewership. Cable has dropped to just 24.5%, while broadcast holds 20.8%. The remaining 10.3% comes from other sources like gaming consoles and DVRs. This means streaming is nearly double the share of cable.
Why people are cutting the cord
Research from Evoca shows 86.7% of cord-cutters cite cost as the primary reason for switching. The average cable bill exceeds $100/month, while most streaming subscriptions cost $10-20/month. Cord-cutters can choose exactly what they want to watch rather than paying for hundreds of channels they never use.
Generational divide
The shift is most pronounced among younger viewers. 50% of consumers under 32 won't pay for cable TV at all. Many have never subscribed to cable, earning the term "cord-nevers." For advertisers targeting under-50 demographics, streaming is increasingly the only way to reach them on the TV screen.
Why it matters for your business
If you're still thinking about TV advertising in terms of cable, you're targeting a shrinking audience. The 77 million cord-cutter households are increasingly where your customers spend their TV time.
The advertising opportunity
Streaming platforms now offer ad-supported tiers that make TV advertising accessible to small businesses. Unlike cable (which requires expensive upfront commitments), connected TV advertising lets you start with budgets as low as $50 and target specific audiences.
Reach cord-cutters where they watch
The 77 million cord-cutter households are watching platforms like Hulu, Peacock, Tubi, Pluto TV, and YouTube. These platforms run ads and are accessible through programmatic advertising. Learn how to reach these audiences with TV advertising for small businesses.
How to take advantage of this trend
Start with streaming TV advertising
Platforms like Adwave let you run ads across 100+ premium streaming channels starting at just $50. You can target by geography, demographics, and interests, reaching cord-cutters who've abandoned traditional cable.
Focus on ad-supported platforms
Not all streaming is ad-supported, but a growing share is. Hulu, Peacock, Netflix's ad tier, Disney+'s ad tier, and free platforms like Tubi and Pluto TV all run advertising. This gives you access to cord-cutters who might never see a cable ad.
Target younger demographics
With 50% of under-32s refusing to pay for cable, streaming is the only way to reach them on TV. If your target customers are millennials or Gen Z, streaming TV advertising isn't optional. Check out retail advertising or food & beverage advertising strategies.
The bigger picture
Cord-cutting is part of a larger transformation in how Americans consume media.
Industry consolidation
Cable companies are responding to cord-cutting through consolidation. The proposed Charter-Cox merger would create a telecom giant with over 38 million customers, the largest cable and internet provider in the U.S. These companies are pivoting toward broadband and streaming rather than traditional cable.
Future projections
By 2026, over 80.7 million U.S. households are expected to use non-pay TV services. By 2027, pay TV penetration is projected to drop another 38 percentage points from 2010 levels. The shift from cable to streaming isn't slowing down. Learn more about the ad-supported streaming landscape.
Common questions answered
What exactly is cord-cutting?
Cord-cutting refers to canceling traditional cable or satellite TV service in favor of streaming alternatives. Cord-cutters typically use services like Netflix, Hulu, YouTube TV, or free platforms like Tubi. A related term, "cord-never," describes people who've never subscribed to traditional pay TV.
Can cord-cutters still watch live TV?
Yes. Services like YouTube TV, Hulu + Live TV, and Sling TV offer live TV channels over streaming. Many cord-cutters also use free over-the-air antennas to receive local broadcast channels in HD. Sports fans increasingly watch through dedicated apps from ESPN, NBC, and league-specific services.
How can advertisers reach cord-cutters?
Cord-cutters can be reached through connected TV (CTV) advertising on streaming platforms. Platforms like Adwave provide access to 100+ premium streaming channels with targeting capabilities and budgets starting at $50. Unlike cable advertising, CTV offers precise geographic and demographic targeting.
Supporting data
Key statistics on cord-cutting and TV consumption:
77.2M cord-cutting households (CableCompare, 2025 projected)
35% cable penetration (nScreenMedia, 2025 projected)
44.3% streaming share (Nielsen, Q1 2025)
86.7% cite cost as reason (Evoca)
Get started with streaming TV advertising
Ready to reach the 77 million cord-cutter households? Adwave makes TV advertising accessible for small businesses, with campaigns starting at just $50.