The latest numbers on cord-cutting from research firm GfK might give a few people some sleepless nights. A quarter — yes, a full 25% — of U.S. homes don’t subscribe to a pay-tv service, according to GfK’s 2016 Ownership and Trend Report. About 17% rely only on broadcast signals for their TV needs, while 6% only use the internet to watch their favorite shows on a TV set, using either a device like a Roku or Apple TV or a Smart TV.
Among households headed up by those in the 18-34 demographic, those numbers are larger: 22% use broadcast-only reception, and 13% get TV on their set via the internet.
There are a few caveats, though. Some of these numbers do not jive with other pay-tv subscriber estimates, which hover around 99 million out of 116 million total U.S. households, and research from Leichtman Research Group has the percentage of