by Wayne Friedman, Jul 9, 2013, 10:34 AM
This year, 19.3% of U.S. TV homes — 22 million homes — will be broadcast-only and not subscribing to any pay TV service. A year ago, some 20.7 million-plus homes were broadcast-only, per researcher GfK.
The research company says this would be nearly a 40% rise from three years ago, when 14% of TV homes were paying for TV via cable, telco, or satellite TV distributors.
The report said the No. 1 reason was financial; 60% of those who cancelled their pay TV service cited cost-cutting as the reason. More online video viewing and Internet-connected TV options may have boosted cord-cutting.
Other reasons for cord-cutting, according to CouponCabin, include not watching enough TV (27%); alternative ways of watching live TV (17%); and watching few TV channels (17%).
Looking at ethnicity, African-American and Hispanic-American TV homes have been climbing among overall broadcast-only households, while Asian-American TV homes are going in the other direction, according to the report.
Some 23% of Asian-American homes are broadcast-only, down from 30% three years ago. African-American TV homes have jumped to 22% from 12%; Hispanic-American TV homes are up to 25% from 23%.