May 09, 2025
Cord Cutting Statistics: How Many Americans Have Cut the Cord
Over 55 million U.S. households have cut the cord. Here's where they're watching now.
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
Over 80 million American households have cut the cord or never subscribed to cable TV, fundamentally transforming how advertisers reach television audiences, according to eMarketer forecasts. Traditional cable TV households have declined from 90.3 million to approximately 69 million, representing a loss of over 25 million subscribers since the cord-cutting trend began accelerating. This seismic shift in viewing behavior creates both challenges and opportunities for businesses trying to reach consumers through TV advertising.
For small business owners, the cord-cutting revolution represents a fundamental restructuring of the television advertising landscape. Where traditional cable once offered a straightforward (if expensive) path to TV audiences, the streaming era demands new strategies and platforms. The good news: connected TV advertising makes it possible to reach these cord-cutting households more affordably and precisely than traditional TV ever could.
Understanding cord-cutting statistics isn't just academic; it's essential for any business planning their advertising strategy. Let's examine what the data reveals about this ongoing transformation and what it means for advertisers.
What the data shows
The cord-cutting trend has accelerated dramatically over the past decade, reshaping the American television landscape in ways that continue to surprise even industry analysts.
According to Broadband Search's cord-cutting analysis and other industry sources, here are the key statistics:
80.7 million cord-cutting households by 2026: The number of U.S. households without traditional pay TV continues growing according to Evoca TV analysis
69 million cable households remain: Down from 90.3 million at cable's peak, per Cable Compare's subscriber statistics
25+ million subscribers lost since 2012: Cable has been bleeding customers for over a decade
Less than 60% of households expected to have cable: Pay TV penetration continues declining
44.8% streaming share: Streaming viewership exceeded combined broadcast and cable for the first time in May 2025, according to Nielsen's historic milestone report
24.1% cable viewing share: Cable's share of total TV time (May 2025)
20.1% broadcast share: Traditional broadcast networks' share (May 2025)
The trajectory is clear: streaming has overtaken traditional television. In May 2025, streaming's 44.8% share exceeded the combined total of broadcast (20.1%) and cable (24.1%) viewing for the first time in measurement history. This wasn't a temporary blip but rather the culmination of a decade-long shift in consumer behavior.
Perhaps more telling than the raw numbers is the velocity of change. According to Ars Technica's recent reporting, cable companies saw net attrition of 294,000 customers in Q3 2024 alone. While some quarters show slight improvements, the overall trend remains consistently downward.
For advertisers, these numbers represent a massive audience shift. Millions of consumers who once saw cable TV commercials now watch ad-free or ad-light streaming content. Reaching them requires new strategies and platforms.
Breaking down the numbers
Understanding who is cutting the cord, why they're doing it, and what they're doing instead provides crucial context for advertising strategy.
Demographic breakdown of cord-cutters
Cord-cutting isn't uniform across demographics:
Under 32 years old: 50% won't pay for cable TV according to Adweek research cited by Cable Compare
Millennials and Gen Z: Primary cord-cutting demographics who grew up with streaming
Urban households: Higher cord-cutting rates than rural areas (due to better broadband)
Higher income: Contrary to assumptions, many cord-cutters are affluent and chose streaming
Tech-savvy consumers: Early adopters who value on-demand access
The "cord-never" phenomenon is particularly significant. These are younger consumers who have never subscribed to traditional pay TV. They've grown up with Netflix, YouTube, and streaming as their default. For advertisers, this represents a generation increasingly unreachable through traditional TV advertising.
Why people cut the cord
The motivations behind cord-cutting reveal important consumer insights:
Cost savings: Primary motivation for most cord-cutters
Value perception: Cable bundles force payment for unwanted channels
Flexibility: No contracts, cancel anytime with streaming
On-demand preference: Watch what you want, when you want
Content availability: Premium content increasingly streaming-first
Multiple devices: Watch on any screen, anywhere
According to Cord Cutters News research, cord-cutters continue saving money compared to cable TV subscribers, even as streaming prices rise. The average cable bill exceeds $100/month, while streaming subscribers can curate a selection of services for significantly less.
Cord-cutter satisfaction
The data suggests cord-cutters are content with their decision:
52% don't miss anything about cable: Over half of cord-cutters report no regrets according to Exploding Topics
Sports access: The main thing cord-cutters miss, though streaming sports options are expanding
Live news: Some cord-cutters miss live news, though free options exist
Channel surfing: A small minority misses passive viewing
The "streamflation" factor
While cord-cutting continues, streaming costs are rising:
64% dropped a streaming service: Due to rising costs per All About Cookies research
Ad-supported tiers gaining share: Cost-conscious consumers choosing ads over premium prices
Service rotation: Many households rotate between services rather than subscribing to all simultaneously
Bundle fatigue: Ironically, streaming bundles emerging as the new cable bundles
This streaming cost sensitivity creates opportunity for ad-supported streaming advertising. As more viewers choose ad-supported tiers to save money, advertising inventory expands.
Current cable subscribers' intentions
Even current cable subscribers are considering the switch:
30% likely to cancel: Nearly one-third of current cable subscribers plan to cut the cord according to Exploding Topics
Price increases trigger cancellations: Each cable rate hike pushes more subscribers to streaming
Sports remain the anchor: Live sports are the primary reason many cable subscribers haven't canceled
Generational shift: As older cable-loyal demographics age, cancellations will accelerate
For small business TV advertising, this means the traditional cable advertising audience will continue shrinking while streaming audiences grow.
Why it matters for your business
The cord-cutting trend has direct implications for how businesses allocate advertising budgets and reach their target customers.
The vanishing cable audience
Every year, your potential reach through traditional cable advertising shrinks:
Declining impressions: Same ad spend reaches fewer viewers each year on cable
Aging audience: Cable viewers skew increasingly older
Rising costs: Cable CPMs often increase even as audiences decline
Fragmented attention: Even cable viewers often second-screen during commercials
If your target customer is under 50, relying solely on cable TV advertising means missing a substantial portion of your addressable market.
The streaming opportunity
Cord-cutters haven't stopped watching TV; they've moved to streaming:
Same screen, different delivery: Content still consumed on the biggest screen in the house
Engaged viewing: Streaming viewers actively choose content (higher engagement)
Targetable: Advanced targeting by demographics, geography, interests
Measurable: Better attribution than traditional TV
Accessible: Lower minimums through platforms like Adwave
The migration to streaming actually improves advertising efficiency for many businesses. Instead of buying broad cable audiences with significant waste, streaming allows precise targeting.
Reaching cord-cutters effectively
To reach the 80+ million cord-cutting households, consider these approaches:
Connected TV advertising (CTV)
The primary replacement for traditional TV advertising. CTV ads appear on streaming services across smart TVs, Roku, Fire TV, and other devices. Learn about what is connected TV advertising.
Programmatic streaming
Automated buying across multiple streaming platforms allows efficient reach of streaming audiences. One campaign can reach viewers across Netflix, Hulu, Peacock, Tubi, and dozens of other services.
Free ad-supported streaming (FAST)
Services like Pluto TV, Tubi, and Samsung TV+ offer free streaming with ads. These platforms attract cost-conscious cord-cutters and cord-nevers with substantial scale.
Ad-supported tiers on premium services
Netflix, Disney+, and Max now offer ad-supported options. These reach cord-cutters who want premium content at lower prices.
Local targeting in a streaming world
For local businesses, cord-cutting initially seemed problematic because streaming often meant national reach. This has changed:
Geographic targeting: Target by ZIP code, city, DMA, or radius from your location
Household-level precision: Streaming platforms can target individual households
Programmatic efficiency: Only pay for impressions in your service area
Local relevance: Your ad reaches local cord-cutters specifically
Platforms like Adwave enable local TV advertising across streaming services, ensuring your budget reaches potential customers in your market.
Budget reallocation considerations
The cord-cutting trend suggests several budget shifts:
From cable to streaming: Redirect traditional TV budgets to CTV
From broad to targeted: Use streaming's targeting to reduce waste
From one channel to many: Diversify across multiple streaming platforms
From production to media: AI tools reduce creative costs, freeing budget for media
How to take advantage of this trend
The cord-cutting trend creates actionable opportunities for businesses willing to adapt their advertising approach.
Step 1: Assess your audience's cord-cutting status
Before reallocating budget, understand your specific customers:
Age demographics: Younger audiences are more likely cord-cutters
Geographic factors: Urban areas have higher cord-cutting rates
Income levels: Cord-cutting spans income levels but motivations differ
Current media mix: Where are you reaching customers now?
If your target customer skews under 50 or urban, assume significant cord-cutting penetration.
Step 2: Test streaming advertising
Start with manageable budgets to learn what works:
$50-$200: Initial test to validate creative and targeting
$500-$1,000: Meaningful test with measurable reach
$2,000+/month: Sustained presence to build results
Platforms like Adwave make it easy to start with minimal budgets while accessing premium streaming inventory.
Step 3: Develop streaming-ready creative
Streaming ads require specific considerations:
15-30 second spots: Standard lengths for streaming
Strong opening: Capture attention immediately
Clear branding: Ensure brand recognition throughout
Appropriate call-to-action: Tell viewers what to do
Quality production: Match the premium content environment
Don't have video? AI-generated TV commercials can create professional spots from your existing assets.
Step 4: Implement proper targeting
Leverage streaming's targeting capabilities:
Geography: Target your service area or expansion markets
Demographics: Age, gender, household income
Interests: Based on content consumption patterns
Dayparting: Schedule ads during peak viewing hours
Frequency: Control how often viewers see your ads
Step 5: Measure and optimize
Track performance across these metrics:
Impressions and reach: How many people saw your ads and how many unique viewers you reached
Video completion rate: How many watched to the end, indicating engagement quality
Website visits: Traffic correlated with campaigns, using time-based analysis
Brand lift: Awareness and consideration changes measured through surveys
Conversion attribution: Sales or leads traced to TV exposure through pixel tracking
Store visits: For physical locations, foot traffic changes during campaigns
Search lift: Increases in branded search queries following ad exposure
Streaming advertising offers significantly better measurement than traditional TV. Use these capabilities to continuously refine your targeting, creative, and budget allocation. Most streaming platforms provide real-time dashboards showing campaign performance, allowing quick optimization.
Step 6: Scale what works
Once you've identified successful approaches:
Increase budget on winning creative: Put more behind high-performing ads
Expand geographic targeting: If local tests succeed, expand to adjacent markets
Test new platforms: Apply learnings across additional streaming services
Seasonal adjustments: Increase spend during high-opportunity periods
Creative refresh: Update messaging before fatigue sets in
The bigger picture
Cord-cutting is part of a broader transformation in media consumption that extends beyond television.
The media fragmentation challenge
Attention has fragmented across more platforms than ever:
Streaming services: Dozens of options competing for attention
Social media: TikTok, Instagram, YouTube competing for screen time
Gaming: Significant time spent, particularly younger demographics
Podcasts and audio: Growing share of media consumption
Mobile vs. TV: Screens competing for attention
For advertisers, this fragmentation means no single channel reaches everyone. Multi-platform strategies are now essential.
The attention economy evolution
How people consume content continues changing:
On-demand dominance: Scheduled viewing declining
Binge behavior: Multiple episodes or hours in single sessions
Multi-tasking: Often with phones while "watching" TV
Short-form growth: TikTok and YouTube Shorts changing attention spans
Advertising must adapt to these changing consumption patterns while still leveraging TV's unique benefits: big screen, high attention, brand-building impact.
Traditional TV's future
While cord-cutting continues, traditional TV won't disappear immediately:
Sports rights: Live sports remain cable's strongest anchor, though streaming sports options are expanding rapidly with services like ESPN+, Peacock, and Amazon Prime Video securing major rights
Older demographics: 65+ viewers remain cable-loyal, representing a significant but shrinking demographic
Rural areas: Some areas lack sufficient broadband for quality streaming, though this is improving with expanded internet infrastructure
Bundle economics: Some consumers prefer all-in-one cable packages that include internet, phone, and TV services
News viewership: 24-hour cable news networks retain dedicated audiences, particularly during major events
However, the long-term trajectory is clear. Each generation is less tied to traditional pay TV, and the industry continues transitioning to streaming-first distribution. Media companies are increasingly prioritizing their streaming platforms over their cable networks, recognizing where future audiences reside.
The convergence of streaming and traditional TV
Interestingly, some elements of traditional TV are appearing in streaming:
Live programming: Streaming services adding live sports, news, and events
Channel experiences: FAST services recreating the lean-back cable experience
Bundle offerings: Streaming bundles emerging as the new cable packages
Advertising models: Ad-supported streaming resembling traditional TV economics
This convergence suggests the future isn't streaming vs. traditional TV but rather a unified viewing experience delivered primarily through streaming infrastructure.
What this means for advertisers long-term
Several implications emerge for advertising strategy:
Streaming literacy is essential: Understanding CTV is no longer optional
Budget shifts accelerate: More budget should flow to streaming annually
Targeting improves: Streaming measurement continues advancing
Creative flexibility increases: Digital delivery enables more creative options
Small business access expands: Democratization continues
According to CTV advertising statistics, connected TV ad spending grows annually as advertisers follow audiences to streaming.
What experts are saying
Industry analysts have extensively documented the cord-cutting phenomenon and its implications.
The Wrap's analysis observed that "Consolidation will be the catalyst to prune linear TV as pay TV subscriptions are poised to account for less than half of U.S. households." This represents a fundamental restructuring of the television industry.
Nielsen's historic May 2025 report confirmed that "Streaming represented 44.8% of TV viewership in May 2025, its largest share of viewing to date, while broadcast (20.1%) and cable (24.1%) combined accounted for less than streaming for the first time." This milestone confirms the streaming transition is complete.
Research from Cord Cutters News found that cord-cutters continue saving money despite rising streaming prices, suggesting the economic motivation for cord-cutting remains strong even as streaming services raise prices.
Marketing experts recommend treating streaming as the primary TV advertising channel, with traditional TV as supplementary for reaching remaining cable households. The strategic priority has inverted from where it stood just five years ago.
Common questions answered
How many Americans have cut the cord?
Over 80 million American households are either cord-cutters (canceled cable) or cord-nevers (never subscribed). This represents approximately 60% of all TV households. The number continues growing by several million households annually, and projections suggest over 80.7 million cord-cutting households by 2026.
Why are people cutting the cord?
Cost is the primary driver, with cable bills exceeding $100/month while streaming services offer more flexibility at lower prices. Secondary factors include desire for on-demand viewing, dislike of cable bundles with unwanted channels, and improved streaming content quality. Sports access is the main reason people keep cable.
Can advertisers still reach cord-cutters?
Yes, cord-cutters haven't stopped watching TV content; they've shifted to streaming. Connected TV advertising reaches these audiences through services like Netflix, Hulu, Peacock, Tubi, and dozens of other platforms. Platforms like Adwave make it possible for small businesses to access streaming audiences starting at $50.
Is cable TV dying?
Traditional cable is in long-term decline but won't disappear entirely. Cable retains value for live sports, older demographics, and areas with limited broadband. However, the trajectory is clearly downward, with subscribers declining millions annually. Most industry observers expect cable to become a niche product within the decade.
How does cord-cutting affect local advertising?
Initially, cord-cutting seemed problematic for local advertisers because streaming often meant national reach. Today, streaming platforms offer precise geographic targeting, allowing local businesses to reach cord-cutters in their specific markets. Local TV advertising through streaming can actually be more efficient than traditional cable for local reach.
Supporting data
Additional statistics that contextualize the cord-cutting trend:
80.7 million cord-cutting households by 2026: Projected by eMarketer
69 million cable households: Down from 90.3 million peak
25+ million subscribers lost: Since cord-cutting acceleration began
44.8% streaming share: May 2025, exceeding combined broadcast and cable
50% of under-32s won't pay for cable: Per Adweek research
30% of current subscribers likely to cancel: Future cord-cutting pipeline
52% of cord-cutters don't miss cable: High satisfaction with decision
64% dropped a streaming service due to costs: Streaming price sensitivity
$100+/month: Average cable bill driving cord-cutting
For current CTV and streaming advertising data, see Adwave's CTV Advertising Statistics 2025.
Data sources used in this article:
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